Just in time for the Super Bowl, a powerful new study from Edith Cowan University (ECU) has delved into the immediate influence of junk food advertisements—and their anti-junk food counterparts—aired during Australian national sporting broadcasts. The findings reveal a stark reality: while public health risks like gambling and alcohol face stringent advertising regulations, junk food advertisements continue to dominate screens, unchecked and unregulated, potentially fueling unhealthy cravings and habits across the nation.
Led by psychology researcher Dr. Ross Hollett, the study analyzed 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.
Will you offer us a hand? Every gift, regardless of size, fuels our future.
Your critical contribution enables us to maintain our independence from shareholders or wealthy owners, allowing us to keep up reporting without bias. It means we can continue to make Jewish Business News available to everyone.
You can support us for as little as $1 via PayPal at [email protected].
Thank you.
“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.”
Dr Hollett has called for increased government investment in health messaging on junk food during sports broadcasts.
“High profile sports broadcasts are a golden opportunity to reach millions of Australians,” he said about Junk food ads. “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.”
