The Australian government is currently investigating the possibility of banning unhealthy food advertising online and how it could be implemented. This comes after the United Kingdom announced that a ban on such advertising will begin in October 2025.
In a recent study conducted by the Australian Ad Observatory, targeted junk-food ads on Facebook in Australia were examined. The findings revealed that unhealthy food and drinks are being promoted in ways that specifically appeal to parents, carers, and children themselves. Additionally, young men were found to be targeted by fast-food ads.
It is important for kids, young people, and parents to be aware of the strategies used by online advertisers to normalize unhealthy eating patterns. A healthier digital environment should be demanded by all.
The study utilized the Australian Ad Observatory’s extensive collection of targeted ads encountered on Facebook, which is currently the largest known collection in the world. With the help of 1,909 volunteers who donated 328,107 unique ads from their social media feeds, researchers were able to examine the ads seen by Australians on social media and how they are targeted.
The database was searched for ads promoting the top-selling unhealthy food and drink brands, which are typically high in fats and sugars. This includes fast-food meals, confectionery, sugary drinks, and snacks. Online food delivery companies were also analyzed due to their popularity on digital platforms and their likely role in promoting unhealthy foods.
The study found nearly 2,000 unique ads from 141 separate advertisers, observed approximately 6,000 times by individuals. Fast-food brands accounted for half of the unhealthy food ad observations, with KFC and McDonald’s making up approximately 25% of all observations. Snack and confectionery brands were featured in a third of the ad observations, while soft drink brands were promoted in 11% of observations. Additionally, about 9% of ads promoted online food delivery companies, often featuring fast-food options. Surprisingly, other advertisers not typically associated with junk food, such as Coles supermarkets and 7-Eleven convenience stores, also regularly promoted unhealthy foods.
The vulnerability of children to junk food ads is well-established, as exposure to food marketing has been linked to their food preferences and requests to parents. This contributes to unhealthy habits and related health concerns. However, it is not just children who are susceptible to unhealthy food marketing. Junk food advertising also influences the food norms and attitudes of young people aged 18 to 24.
Digital technologies and online experiences can impact our health, known as “digital determinants of health.” Food advertisers leverage the vast amounts of data collected about individuals to target specific audiences and seamlessly integrate advertising into everyday life.
The study revealed that junk food advertising disproportionately targets young people, especially young men. Fast food ads were seen by young men at a much higher rate (71%) compared to the overall sample (50%), suggesting aggressive marketing towards them. Many ads promoted exclusive deals available only through apps, including free delivery for fast food.
Ads aimed at busy parents portrayed fast food as a time-saving option that keeps children quiet and feeds families. Although Facebook accounts are only available to individuals aged 13 and over, junk-food ads still utilize child-oriented themes and characters, appearing designed to directly appeal to children. Some ads even promoted “healthy” foods like vegetables in kids’ meals.
The study also identified the use of the “halo effect” in junk food advertising. Ads associated unhealthy foods and brands with wholesome or popular activities, creating a positive perception. For example, many ads used “sports-washing” to connect unhealthy foods with healthy sports activities or spectator sports. This appeals to a broad audience, including young people. Additionally, some ads used “mental health-washing” by co-promoting community mental health organizations alongside chocolate bars, packaged snacks, or fast food.
Last week, a Parliamentary Inquiry into Diabetes in Australia reiterated calls for the government to restrict the marketing and advertising of unhealthy food to children across various platforms. The study supports the government’s proposal to ban all unhealthy food and drink advertising online, including any mention of associated brands. It is also recommended that all types of promotions, including those from online food delivery companies, supermarkets, and sports clubs that cross-promote unhealthy foods, should be included in the ban.
Concerns about the impact of social media and algorithmic content feeds on children and young people are widespread. The study highlights how food and drink ads targeting these groups, as well as busy parents, can contribute to an unhealthy digital environment.
