Support for junk food advertising restrictions:

A new report shows seven out of ten Australian adults believe the sponsorship of children’s sporting activities by fast food chains, such as, McDonald’s and KFC should be restricted, if not stopped entirely

Research conducted by the Obesity Policy Coalition (OPC) also shows more than half (55%) of adults want to see government restrictions on unhealthy food sponsorship of sporting events that may be watched by children.

According to Jane Martin, executive manager of the OPC, the report shows exposure to the promotion of unhealthy food influences what children eat, what they want to eat and what they pester their parents to buy for them.

“Australia is a signatory to the World Health Organisation’s recommendation that children’s settings are free of unhealthy food promotions and branding, including through sport, because of the impact on their diets, a risk factor for overweight and obesity,” Ms Martin said.

However, sponsorship of children’s sport and activities by unhealthy food and beverage companies is increasingly widespread, reaching community clubs throughout the country as well as state and national bodies.

“Unfortunately there is still a lack of adequate regulation in Australia to limit children’s exposure to unhealthy food and drink junior sport sponsorship,” says Martin.

“Now is the time for federal and state/territory governments to provide leadership in developing and implementing sponsorship guidelines to educate and motivate children’s sports clubs to remain free from unhealthy food and drink sponsorship arrangements, and instead forge relationships with other partners.” 

The OPC cites current examples, such as, McDonald’s partnership with Little Athletics in New South Wales, Queensland, Victoria, Tasmania, Western Australia and South Australia, as well as their sponsorship of Basketball Victoria’s “Hooptime” junior development program, and KFC's junior cricket relationship in Queensland.

Martin says the presence of unhealthy food branding and marketing in children’s sport sends confusing and contradictory messages to children

 “By ‘partnering’ with junior sporting clubs, food companies exploit children’s vulnerability and engender positive associations.  Involvement in junior sports not only allows opportunities to introduce children to products, but also builds the goodwill of participants, parents and clubs,”

 “It’s vital that children are protected from marketing of unhealthy food through sporting activities, particularly at a time when one in four Australian children is overweight or obese,” said Ms Martin.