Crackdown on junk food advertising during shows children watch

Karen Collier
November 02, 2012
Herald Sun

Under changes to voluntary industry codes, sugary and fatty foods such as pies, pastries, chips, soft drinks, hamburgers, chocolate and ice cream will not be promoted during television programs attracting at least 35 per cent of children.

A CAMPAIGN to cut junk food advertising to kids will be widened in a planned attack on childhood obesity by the nation’s biggest food companies.

Under changes to voluntary industry codes, sugary and fatty foods such as pies, pastries, chips, soft drinks, hamburgers, chocolate and ice cream will not be promoted during television programs attracting at least 35 per cent of children.

The Australian Food and Grocery Council restrictions currently apply to programs with a child audience of at least 50 per cent.

But critics warn youngsters will still be flooded with unhealthy food ads, as their favourite shows such as The X-Factor, Big Brother and Junior MasterChef are watched by many adults.

“It does not go far enough to reduce exposure because it won’t actually pick up programs that are watched by the greatest number of children overall,” Obesity Policy Coalition executive manager Jane Martin said.

Company websites directly marketing to children under 12 will also promote only healthy choices, such as cheese and yoghurt.

The changes – which cover major companies including Nestle, Mars, Campbell Arnott’s, Coca-Cola, Kellogg’s, McDonald’s and Hungry Jack’s – will be introduced in July next year.

AFGC chief Gary Dawson said most firms were already exceeding code obligations.

Another amendment, announced last year and in force from yesterday, stops unhealthy fast food or vouchers being handed out as awards or prizes children’s sporting events.

The industry’s Responsible Children’s Marketing Initiative and Quick Service Restaurant Initiative is enforced by the Advertising Standards Bureau.

Signatories to the codes are responsible for 67 per cent of food and beverage advertising.