New Bill to Protect Australian Children from Unhealthy Food Advertising

A photo illustration of potato chip in London, England, on Feb. 16, 2018. Dan Kitwood/Getty Images

An independent Australian MP has introduced a new bill to stop junk food companies from targeting children with advertisements amid the prevalence of childhood obesity in the country.

On June 19, independent MP Sophie Scamps, who represents the electoral division of Mackellar in New South Wales, tabled the Broadcasting Services Amendment (Healthy Kids Advertising) Bill 2023 to the Australian parliament in an effort to reduce the exposure of unhealthy food marketing to children.

Under the bill, food companies would not be allowed to advertise junk food from 6 a.m. to 9.30 p.m. on TV and radio broadcasts, while a total ban would be placed on social media and online websites.

Companies that violate the proposed legislation could face penalties of up to $550,000 (US$342,000) or up to five percent of their unhealthy food product turnover (large corporations).

Nevertheless, the bill does not target print or outdoor advertisements, sports sponsorships, or content shared by food and beverage companies on their channels.

“Right now, a quarter of our children are already on the path to chronic disease because they are over the healthy weight range,” Scamps said.

“Our children are exposed to over 800 junk food ads on TV alone every year, and there is a direct link between those ads and childhood obesity.”

The MP, a former GP and athlete believes that current regulations in Australia are ineffective in preventing obesity in children.

A person walks past a KFC outlet in Melbourne, Australia, on July 15, 2020. William West/AFP via Getty Images

“The current restrictions are not strong enough, and self-regulation is just not working,” she said.

“If we continue to stand by while children are deluged by junk food advertising on social media and on TV, then we are failing them.”

The bill has received support from MP Monique Ryan, who is a former paediatrician, and many health organisations.

In the proposed bill, Scamps cited examples of other countries that had taken a tougher stance on the issue.

For instance, the UK has recently passed the Health and Care Act, which prohibits unhealthy food marketing on broadcast (television, radio and cinema) between 5 a.m. and 10 p.m. and totally bans all online unhealthy food marketing.

The State of Junk Food Advertising in Australia

According to National Obesity Strategy 2022–2032, Australians often come into contact with unhealthy food and drink marketing which influences their consumption behaviour, especially for children.

Each year, food companies spend over $550 million on food and drink ads, and the majority of promoted products contain high levels of fat, sugar and salt.

As Australian children have a high level of online activities outside of school during the week, they are regularly exposed to digital junk food ads.

The report also found that unhealthy food and drink marketing in sport sponsorship significantly impacted children’s preferences and undermined the health-promoting benefits of sports.

Three in four parents believed sports sponsorship influenced their children’s behaviour, while 59 percent of the surveyed children said they wanted to buy sponsored products.

The Prevalence of Obesity in Australia

The national obesity strategy pointed out that obesity was a major health issue in Australia.

Specifically, one in four children between two and 17 years old were overweight or obese, while half of people aged 18-24 suffered the same problem.

The figure increased exponentially among older age groups and reached around 80 percent for 65-74 years old.

Clients do floor exercises at the NuYu Weight Loss Retreat in the Hawkesbury Valley near Sydney, Australia, on Feb. 4, 2010. Lisa Maree Williams/Getty Images

In addition, certain groups of the population were found to have a higher possibility of having obesity.

For instance, Aboriginal and Torres Strait Islander peoples, people with a disability and those living in disadvantaged and regional areas were more likely to suffer from weight problems.

The report estimated that obesity cost the economy $11.8 billion in 2018 alone and caused each Australian to pay an additional $678 in taxes yearly.

It also predicted that the financial damage could reach $87.7 billion in ten years if the government did not take action.

Response from the Health Associations

Food for Health Alliance, whose mission is to prevent overweight and obesity in Australia, welcomed the bill, saying that it protected children from pervasive junk food marketing.

“Australian children should be free to enjoy TV shows with their family, connect with friends on social media or search online for entertainment and education without being bombarded by unhealthy food or drink ads,” the alliance’s executive manager Jane Martin said.

“The processed food industry knows this marketing works. That’s why they spend millions of dollars every year targeting kids with unhealthy food and drink ads.

“This harmful marketing shapes their diet and tastes as they grow, increasing the risks of obesity and chronic diseases like cancer and type 2 diabetes.”

The Australian Medical Association (AMA) also supported the proposed legislation, which the organisation said “puts the health of Australia’s children before industry profits.”

“Children are very susceptible to what they see around them and are just bombarded with sophisticated behavioural marketing, which is very effective at changing behaviour and steering them towards unhealthy choices,” AMA president Steve Robson said.

“Chronic health conditions, such as type 2 diabetes and cardiovascular disease, are more likely to develop at a young age due to obesity, and these are preventable.”

The Epoch Times has reached out to Pepsico ANZ and KFC Australia for comment but has yet to receive a reply in time for publication.