A new ECU study has investigated the impact of junk food an anti-junk food advertising during national sporting broadcasts.
Despite advertising restrictions on public health risks like gambling and alcohol, junk food advertisements in Australia remain largely unregulated.
A new Edith Cowan University (ECU) study is the first to examine the immediate impact of junk food advertisements and anti-junk food advertisements from Australian national sporting broadcasts on people’s inclinations to eat junk food.
Led by psychology researcher Dr Ross Hollett, the study analysed 16 Australian Football League (AFL) and National Rugby League (NRL) matches to determine the prevalence of junk food and anti-junk food advertising. The craving and consumption intentions of more than 400 participants with both healthy weight and high body mass index (BMI) were also measured after being exposed to a junk food-ad and an anti-junk food ad.
"We found that while a single exposure to junk food advertisements did not significantly increase immediate cravings or consumption intentions in adults, anti-junk food advertisements were effective in reducing both cravings and consumption intentions, particularly for healthy BMI participants," Dr Hollett said.
The study has also highlighted the imbalance of advertising during popular sports broadcasts.
"Junk food advertisements made up a staggering 10.8% of all ads during Australian Football League (AFL) and National Rugby League (NRL) broadcasts. In contrast, anti-junk food advertisements were almost non-existent, accounting for just 0.003% of ads," Dr Hollett said.
"Junk food brands are leveraging the enormous viewership of national sports to bombard audiences with their messages.
"Meanwhile, health promotion ads are barely visible in these spaces, despite their effectiveness."
Call for health messaging
Dr Hollett has called for increased government investment in health messaging during sports broadcasts.
"High profile sports broadcasts are a golden opportunity to reach millions of Australians," he said.
"Given the potential efficacy of health promotion adverts, governments should consider investing in a higher frequency of health messages during broadcasts that are known to readily promote junk food, such as national sports."
The study 'An anti-junk food ad from a sports commercial break reduced food consumption inclinations, yet junk food ads had minimal to no impact' was published in the Health Promotion Journal of Australia. ECU authors on this study are Dr Ross Hollett, Dr Julia Butt, Dr Brennen Mills, Dr Stephanie L Godrich and Professor Amanda Devine.
