Most Australians want the government to take a proactive approach to tackling obesity, rather than relying on ad bans, according to Nielsen research commissioned by the AANA (Australian Association of National Advertisers)..
A study of more than 2000 Australians aged 18 to 65 found that habit, convenience, cost and family routines have a greater influence than advertising when it comes to less healthy food and drink choices.
The findings also show strong support for initiatives that promote mindfulness around food, educational messaging and parent empowerment as key to driving children’s long-term health.
AANA CEO Josh Faulks said the results were “pretty emphatic about what consumers think”.
“There’s been calls for more advertising restrictions for less healthy food and beverages for some time, and it’s kind of intensified in recent years,” he told AdNews.
“We also know from what we’ve seen around the world that, where advertising bans have been introduced, they haven’t reduced obesity levels – and that’s happened in the UK, Chile and Quebec.
“We thought we’d do a bit of research to understand what’s driving consumer behavior and attitudes toward less healthy food, and, importantly for our industry, what their views are on food advertising and government intervention.”
The research found that Australians prefer subsidies for healthy food over additional advertising restrictions.
According to the report, price, accessibility and time constraints are the biggest drivers of less healthy food consumption.
Parents see themselves as the primary influence on children’s eating habits, with 73% believing their own dietary choices affect their children’s long-term health.
Nearly half of Australians say convenience is the main driver of increased occasional food consumption, followed by taste, lifestyle and time pressures, affordability and quality.
The top three reasons Australians consume occasional foods are as a treat (55%), for taste (49%) or to satisfy cravings (44%).
When it comes to tackling obesity through government policy, Australians believe the most effective interventions are promoting physical activity (58%), subsidising healthy foods (54%), implementing healthy eating education programs in schools (53%), providing nutritious meals in schools (52%) and enhancing nutrition labelling (49%).
Nielsen Pacific managing director Monique Perry said this research gives policymakers and health campaigners a clear, data-driven picture of the pressures and habits that influence Australian food choices.
“By grounding strategies in how people actually think, feel and act, we can create campaigns that not only resonate but truly support healthier choices for families and communities,” she said.
“In this instance, the Nielsen data shows that healthy routines, practical tips for busy families and a focus on mindfulness have the best chance of cutting through."
In Australia, bans are already in place on government assets in South Australian and the ACT.
Faulks believes these bans aren’t working because they do not educate or support the community in changing their behavior.
He said the industry is ready to work with governments to support targeted, evidence-based initiatives.
“This research is a roadmap to drive real behaviour change around healthier eating habits,” he said.
“It shows that Australians want health education and support to make better choices – not more advertising restrictions.
“The industry stands ready to partner with government and health experts to deliver campaigns that are compelling and grounded in how people live and make decisions.”
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