As the stoush over the marketing of food to children heats up, the Australian Association of National Advertisers (AANA) has released a study that claims most parents don't see advertising as a contributor to obesity.
The study, conducted by Ipsos on behalf of the AANA in April 2012, found that just 3% of the 500 parents surveyed thought of advertising as one of the top influencers on the type of food they purchased.
AANA chief executive Scott McClellan said: “Clearly, for the vast majority of people, advertising only helps determine choice of brand but it doesn't determine choice of food type to any meaningful extent.”
The study has been released as lobby groups increasingly call for bans or restrictions on food advertising, as Australia's obesity crisis becomes a bigger issue. Figures from the Australian Bureau of Statistics indicate 61% of Australia's adult population is overweight.
The government's Preventative Health Taskforce has seen a number of submissions from lobby groups which stress the need for more stringent restrictions on food advertising.
However, according to the study, 92% of parents said they have the ultimate responsibility for what their children eat or drink, while around 70% of parents do not think advertising has had any influence over their food and beverage purchasing decisions.
But the parents surveyed did believe advertising is more influential on their children.
McLellan said: “We know parents are clearly concerned about the effect advertising may have on their children and that is why advertisers need to be conscious of their commitments to only advertise healthier food choices to children and work within the current AANA Code of Advertising & Marketing Communications to Children and AANA Food and Beverage Advertising Code.”
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