The Australian Association of National Advertisers (AANA) has released new research finding that Australians expect the government to be more proactive and positive on its approach to dealing with obesity, rather than reactionary bans on “occasional foods”.
The AANA’s research, carried out by Nielsen and surveying more than 2,000 consumers, found that the main drivers of occasional food eating was not marketing and advertising, but convenience (44 per cent), taste (43 per cent) and lifestyle and time constraints (31 per cent).
The affordability of occasional foods was the fourth-highest driver at 29 per cent.
Similarly, it found the top motivations for consuming occasional foods were to treat oneself (55 per cent), taste (49 per cent) or cravings (44 per cent). Packaging, in-store placements and seeing ads ranked as the lowest.
The research comes amid growing calls for fast food advertising bans around the country. In January, the South Australian government announced it would ban adverts on public transport. In July, it would emerge that rice cakes and soy milk had also been swept up in the SA Government’s ban, raising eyebrows in the ad industry and beyond.
“The calls for this being a solution to obesity and other health issues have been intensifying. But at the same time, we know that ad bans that have been introduced around the world have not worked in reducing obesity,” AANA CEO Josh Faulks told B&T.
Instead, the AANA’s research found that Australians want more health, education and support—”not more advertising restrictions,” added Faulks.
The research found that 71 per cent of consumers are “satisfied” with current advertising restrictions which prohibit targeting children under 15 and limit outdoor advertising near schools.
It did caution, however, that public awareness of these restrictions remains relatively moderate with 44 per cent of Aussies familiar with the rules.
The research found that Australians prefer education and incentives over further advertising restrictions, with 74 per cent of consumers believing that health education and subsidies for healthy food should take precedence.
In particular, the research found Aussies believe the most effective ways to tackle obesity are the promotion of physical activity (58 per cent), subsidies for healthy foods (54 per cent), healthy eating education programs in schools (53 per cent), schools providing nutritious meals to students (52 per cent) and improved nutrition labelling (49 per cent).
“Parents want to have a very specific and important role in how they oversight the consumption of occasional food for their children. It’s the balancing of health and treats, a balance of control and influence over children’s diet,” said Faulks.
“The fact is that ad bans have been tried in Chile, Quebec and other places and they haven’t worked. They haven’t worked because ad bans do not educate or support the community to change their behaviour.”
Faulks added the public’s opposition for occasional food ad bans sets it apart from their support for gambling ad bans.
The advertising industry has made efforts to promote healthy eating, too and is ready to partner with the government to promote healthier eating to people around the country.
“The industry is standing ready to partner with the government on this. I’d point to the example of the health eating campaign put forward by the Outdoor Media Association (OMA),” said Faulks.
Since 2021, the out of home industry, spurred on by the OMA, has donated more than $41 million in advertising value across the country towards an educational campaign supporting healthy diets and lifestyle choices. Its 2025 ‘Fresh Veg, Deliciously Affordable’ campaign was developed in partnership with Health and Wellbeing Queensland and AUSVEG. It was displayed on OOH signs nationwide from 25 January to 23 February 2025.
In 2025, OMA members donated more than $10.6 million in media value towards the national campaign.
In 2024, OMA members donated more than $12.3 million in media value towards the national campaign.
“We’re talking about free media to promote healthy eating and [they’ve] struggled to get state and federal governments to support them. I’d like to see a really pragmatic, respectful conversation between the industry and governments about how we can promote healthier eating lifestyles in Australia,” said Faulks.
