Two of the marketing industry’s top industry bodies have questioned the effectiveness of the South Australian government’s proposed ban on advertising of occasional1 food and drinks on government-owned assets.
The Australian Association of National Advertisers (AANA) and the Outdoor Media Association (OMA) claim that the planned ad ban will be ineffective and does not address the complex and deeply embedded root causes of obesity.
AANA CEO, Josh Faulks said, "Experience from around the world indicates that similar advertising bans have not been effective in reducing obesity rates. Considering the anticipated impact on both the community and the industry, it is crucial that the South Australian government provide evidence demonstrating where such measures have successfully reduced obesity worldwide."
“Australia enforces some of the world’s strictest regulations for advertising occasional food or drinks, effectively prohibiting their promotion to children.” The AANA Food & Beverages Advertising Code met or surpassed nearly all the recent recommendations of the Parliamentary Inquiry into Diabetes.
Josh Faulks continued, “We also know from recent Nielsen research2 that 65% of Australians felt that additional restrictions are unnecessary and 74% want health education and subsidies for healthy food over additional bans, emphasising the importance of informed decision making.”
The Out of Home advertising industry is a compliant and responsible medium. This is demonstrated by no breaches in 2024 against 16 self-regulation policies. It is the first and only medium in Australia with an industry-specific occasional food and drink advertising policy which OMA members must comply with in addition to the AANA Food & Beverages Advertising Code.
As an industry, Out of Home advertising leverages its reach and frequency for good and partners with government to promote healthy eating and lifestyle. Last year OMA members donated more than $12.3 million in advertising value to promote the OMA’s national health campaign.
OMA CEO, Elizabeth McIntyre said: “Preventive Health SA’s decision not to partner with the OMA for this year’s Fresh veg, deliciously affordable campaign is in stark contrast to the government’s decision to ban occasional food and drink advertising on public buses, trams and trains.”
“This national month-long campaign will launch on 25 January 2025 and will feature across Adelaide Light Rail and other Out of Home assets. Fresh veg, deliciously affordable is illustrative of our industry and members’ commitment to educate Australians on the health benefits and availability of affordable, in-season vegetables at a time when cost of living is critical to families.”
The Out of Home industry contributes more than $40 million to the South Australian economy and invests in local communities by developing and maintaining essential public infrastructure (such as bus shelters and pedestrian bridges) at no cost to taxpayers.
In 2023, OMA members donated more than $97 million in advertising value to support more than 300 not-for-profit organisations. AANA and OMA also highlighted the potential unintended consequences of advertising bans of occasional food and drinks.
According to Deloitte Access Economics Advertising Pays report, $352 million of public infrastructure across Australian communities is built and maintained by the marketing industry.
Josh Faulks added: “This ban will lead to a reduction in the investment in the operation and maintenance of South Australia’s public transport network, leaving Government and commuters to wear the burden of the cost for these services. It will also make it difficult for some providers to advertise at some South Australia’s iconic events like Tasting Australia”.
The industry bodies have called on the South Australian government to reconsider their decision and to look at more effective ways to collaborate with the marketing industry to improve the health of South Australians.
1 We use the terms ‘occasional’ or ‘discretionary’ based on advice from the Butterfly Foundation that classifying food as good or bad through the use of words like 'junk food' and 'fast food' can encourage eating disorders and/or unhealthy relationships with food.
2 The Nielsen research – Navigating food and beverage choices in Australia – is custom research undertaken with 2,000 Australians and will be released in coming weeks.