Is Industry Self-Regulation Protecting Our Kids? Unhealthy Food Ads on TV
"A critical look at the effectiveness of industry self-regulation in curbing unhealthy food advertising to Australian children and its impact on their health."
Globally, numerous reputable scientific organizations have reached a consensus: food marketing significantly shapes children's dietary preferences, influencing both what they want to eat and what they ask their parents to buy. Ultimately, these marketing efforts affect children's overall consumption habits. Recognizing this impact, the National Preventative Health Taskforce recommended targeting food marketing aimed at children as a crucial component of Australia's broader strategy to combat overweight and obesity.
In 2009, industry groups introduced two voluntary initiatives, the Responsible Children's Marketing Initiative (RCMI) and the Quick Service Restaurant Industry Initiative for Responsible Advertising and Marketing to Children, in an attempt to demonstrate their dedication to responsible food marketing to children. Companies that signed onto these initiatives pledged to avoid advertising food and beverage products to children unless those products met specific standards for healthy dietary choices (as defined by scientific or governmental guidelines). Further, the advertising messages were required to promote a healthy lifestyle, including good eating habits and regular physical activity.
To better understand the real-world effects of these initiatives on children’s exposure to television advertising for unhealthy foods, we recently reviewed several Australian studies. This systematic review was specifically commissioned by the Australian National Preventive Health Agency to provide an evidence-based assessment of the impact of self-regulation on children's food advertising.
Defining 'Advertising to Children': The Challenge
One of the primary challenges in assessing the effectiveness of advertising regulations is defining what constitutes “advertising to children.” Current regulations often focus on program classifications, such as limiting advertising during shows specifically classified as “C” (for children). However, this approach overlooks the viewing habits of children, who often watch television during broader evening hours when various programs are broadcast.
- The food, advertising, and media industries have significant financial stakes in food advertising.
- Signatories may advertise unhealthy foods on television more than non-signatories.
- In November 2011, signatories to the RCMI advertised unhealthy foods at double the rate of non-signatories (0.36 versus 0.17 per hour) at times when children are watching television.
- Industry groups may argue that the initiatives do not apply in this case because the data do not relate to advertising that specifically targets children or is shown during programs that are developed for children.
Moving Towards a Healthier Food Environment
Advertising is just one component of our broader “food environment.” Considering the significant burden of disease linked to poor dietary habits, it's crucial to create an environment that supports individuals in making healthier food choices. Community surveys in South Australia reveal that 80%-90% of adults support government regulation of food marketing during children's television viewing times. Stronger regulation is also advocated by health and medical organizations. Despite the introduction of industry initiatives and widespread community support for regulation, Australian children continue to be exposed to advertising of unhealthy foods on television.