UOW researcher leads new feasibility study, which highlights case for mandatory marketing restrictions
Children are surrounded by persuasive marketing for foods high in salt, sugar and saturated fat, shaping their tastes and normalising poor choices from a young age. It relies on bright packaging, special offers, branded characters, influencer content and sponsorships to make unhealthy products look fun, normal, and appealing to children and to build brand loyalty early in life. But a new study has found that mandatory limits on food marketing is achievable and will have a positive impact on children's diets, reducing their exposure to tactics designed to influence them from an early age.
University of Wollongong (UOW) researcher Professor Bridget Kelly Gillott, from the School of Medical, Indigenous and Health Sciences, led a study for the Australian Government on the feasibility of policies to protect children from harmful food marketing, released this month. This report revealed the tenacious drumbeat of marketing across TV, digital platforms, retail environments, outdoor advertising, packaging and sponsorship.
Australian children's diets are far from ideal, with only one in 20 children, aged 2-17, eating enough vegetables. National data from 2022 show more than one in four children are living with overweight or obesity, with higher rates among Aboriginal and Torres Strait Islander children and those living in more disadvantaged communities. Unhealthy weight and poor diet are linked to serious health harms across the life span and carry a significant cost for Australia's health system and economy.
Professor Kelly Gillott said children are being targeted in ways that make unhealthy products seem fun and desirable but comprehensive government regulation, rather than voluntary codes, will make a measurable difference.
"Children are bombarded with marketing that normalises unhealthy foods. It changes what they ask for, what families buy and what children come to expect as normal. It is a public health problem with serious consequences including poor diet, weight gain, and a higher long-term risk of chronic disease," she said. "This isn't about taking choice away from families; it's about giving children a fair chance to grow up in an environment that supports healthy habits. Strong, mandatory restrictions across media and other settings will protect childhoods and reduce diet-related harms."
Drawing on scientific evidence and findings from stakeholder consultation, including with parents and carers, First Nations Australians, peak health bodies and state and territory governments, the report found widespread support for robust restrictions to reduce children's exposure to unhealthy food marketing.
The report outlines eight recommendations for government action:
- Introduce mandatory, comprehensive restrictions on unhealthy food marketing to children
- Cover all major media and settings, including television, streaming, digital platforms including social media, retail environments and outdoor advertising
- Restrict marketing in community settings, including children's sport and other sponsorships
Limit the use of bright packaging, cartoon characters, special offers and other child-directed promotional techniques
Apply clear, consistent rules across brands and products to reduce loopholes
Strengthen protections for children across both online and offline environments
Use independent monitoring and enforcement rather than voluntary self-regulation
Prioritise children's health over commercial interests in all policy decisions
Professor Kelly Gillott said the current voluntary industry codes have fallen short, but the new report gives governments and policymakers a practical roadmap for action.
"Relying on voluntary self-regulation prioritises commercial interests over health and leaves children exposed to a growing problem," she said. "If we reduce children's exposure to unhealthy food marketing, we can help create healthier environments and better long-term health outcomes for Australian children."
