Slimming down TV advertisements

The Queensland Government’s call for submissions in relation to junk food advertising on television closed last Friday. The Government is evaluating how it can respond to the growing childhood obesity epidemic.

Underlying the Government's concerns are the statistics that show that overweight people are more likely to develop Type 2 Diabetes, cancers such as bowel cancer and heart disease.

The facts presented by the Government are rather disturbing. They highlight that during children’s television viewing times, junk food advertisements comprise some 73% of all advertisements shown.

Furthermore, based on an average child’s viewing time of some 142 minutes per day, the report highlights that in just one week a child could be viewing 60 junk food ads.

With recognition of the body of evidence from around the world that food and drink advertising influences what we think, what we buy and how much food we eat (together with the obviously logical conclusion that businesses would not spend this money advertising if it did not work), the report highlights a World Health Organisation recommendation that Governments should take action to combat the effect of the marketing of fast foods and its connection to the weight gain and obesity epidemic sweeping western countries.

When a child can passively be exposed to 60 junk food advertisements per week, every week, all year, there is surely a strong argument for action. Brismark and Brisbane Markets Limited made a submission to the Government’s discussion paper supporting the implementation of restrictions on junk food advertising during children’s television viewing times and highlighting the need for a greater focus on promoting healthy eating habits and lifestyles to children.

The Go for 2&5 fruit and vegetable campaign and other programs which promote active lifestyles are a good start. The cost of obesity in Australia is currently estimated at $58 billion per annum (Access Economics report for Diabetes Australia).  As a significant part of this cost is borne by Australia's health system, there is a very strong argument which supports the State and Federal Governments doing more to promote the future health and wellbeing of our children.