Food Advertising to Children

The Dietitians Association of Australia (DAA) has long been calling for tighter regulation of food and beverage marketing to children. And DAA would like to see more responsible marketing of food and beverage products by the food industry.

DAA does not support a blanket ban on all food advertising as television can be a powerful medium for promoting positive messages about healthy eating. And the issue of childhood obesity is so much bigger than just food advertising. 

In its submission to the Australian Communications and Media Authority (ACMA) review of Children's Television Standards, DAA called for:

• Government regulation of Energy Dense Nutrient Poor (EDNP) foods and beverage advertising to children under 12 years of age.
• A regulatory framework that includes developing a tool to determine products consistent with the Australian Dietary Guidelines for Children and Adolescents, and approving these to be marketed to children, including through television advertising.
• The use of the OzTAM rating system to identify television programs of particular interest to children, where only products approved by the above system could be advertised.
• Regulations that cover the portion and serve size of food and beverages to be advertised.
  The banning of premium offers and endorsements with cartoon characters and celebrities for EDNP food and beverage purchasing by children, or for children.

A copy of the full submission can be viewed at Food Advertising to Kids.

The ACMA recently released their draft review of Children's Television Standards and DAA will be reviewing this and providing further comment. This submission will also be available on the DAA website after October 17.

DAA is also calling for further Australian research on the impact of television viewing on children's food and activity patterns. And the Association wants to see comprehensive action to address obesity and other nutrition issues in the community.

Page updated August 2008