Two major advertising industry bodies have questioned the effectiveness of the South Australian government’s ban on advertising of junk food on state government-owned assets.
The Australian Association of National Advertisers (AANA) and the Outdoor Media Association (OMA) say a ban does not address the complex and deeply embedded root causes of obesity.
"Experience from around the world indicates that similar advertising bans have not been effective in reducing obesity rates," said AANA CEO Josh Faulks.
"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.
“We also know from recent Nielsen research 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 decisionmaking," said Faulks.
The OOH sector reported no breaches in 2024 against 16 self-regulation policies.
OMA CEO Elizabeth McIntyre said members last year donated more than $12.3 million in advertising value to promote the OMA’s national health campaign.
“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," she said.
“This national month-long campaign will launch on 25 January 2025 and will feature across Adelaide Light Rail and other OOH 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.”
She said the OOH 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.
Faulks at the AANA said the 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 would also also make it difficult for some providers to advertise at some of South Australia’s iconic events like Tasting Australia.
The industry bodies have called on the South Australian government to reconsider the decision and to look at more effective ways to collaborate with the marketing industry to improve the health of South Australians.
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