Australians don’t want junk food ad regulation: AANA
Advertising association the AANA has published research indicating most Australians don’t think they are influenced heavily by junk food advertising, using the findings to argue against government ad restrictions. But a health expert has slammed the study, criticising its methodology and saying it knowingly underplays the impact of food advertising.
The context for the Australian Association of National Advertisers (AANA) study is increasing concern about obesity and a South Australian ban on unhealthy food advertising on government properties. The AANA has strongly criticised the SA initiative, saying the rules on what counts as unhealthy food are arbitrary and unclear.
Now it has released a study conducted by Nielsen that focuses on what it calls “occasional foods” — widely known as junk food — that concludes that parents see themselves, and not advertising, as the most important factor in their children’s eating habits.
“This research is a roadmap to drive real behaviour change around healthier eating habits. It shows that Australians want health education and support to make better choices – not more advertising restrictions,” AANA CEO Josh Faulks said in a release accompanying the report.
Self-reported reasons for increased consumption of ‘occasional’ foods (Nielsen)
The report surveyed 2087 people aged 18-65, representative of the Australian population. One of its key findings was that 71% of respondents were happy with the current state of occasional food advertising restrictions.
Wollongong University professor of public health nutrition Bridget Kelly said the report was not a scientific study and questioned its credibility. She said there was a wealth of peer-reviewed research that showed parents actually did want government regulation of junk food advertising.
“There are really no surprises that a survey commissioned by the advertising industry finds that the advertising industry should not be regulated,” she said.
‘Food marketing works, but ad bans do not’: AANA (Midjourney)
Kelly also said that food marketing clearly works, and if it didn’t, the AANA would not care so much about potential regulation.
“Marketing to children works … kids pay attention to it … they like it, it influences what they buy, nag their parents for, and what they eat. Ultimately this study is insignificant and it should have no bearing on the policy response that government takes to this issue.”
She said self-regulation had been ineffective in Australia.
“This industry report is them trying to get on the front foot, preempting a move by the Commonwealth government to take some regulatory action.”
Thinkerbell founder and consumer psyhcologist Adam Ferrier said that in terms of report methodology, it was important to understand the limitations of studies that asked people to report their own motivations.
“We know that most forms of self-report questionnaires are problematic — people are not the most reliable source for explaining their own attitudes and behaviours,” he said.
In two of the charts provided within the report, advertising ranks lowest of the self-reported motivators for occasional food consumption.
It also found that respondents thought that health education and subsidies for healthy food should take precedence over other government interventions.
AANA’s Josh Faulks, responding to the criticisms, said that Australia already has strict food and beverage regulation and that ad bans had not worked to reduce obesity.
“Food marketing does work, but ad bans have not worked in reducing rates of obesity where they have been introduced around the world. That is because ad bans do not educate or support the community to change their behaviour. They just ban ads. That is what this research shows.
“This research indicates that health campaigns that focus on mindfulness, healthy routines, and practical tips for busy families have the best chance of cutting through.”
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topics
AANA
Australian Association of National Advertisers
Bridget Kelly
Josh Faulks
junk food
junk food ad ban
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