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August 2004

The available academic research does not support the frequently voiced view that food advertising is a significant cause of diet-related problems, for example obesity.

The argument that food advertising leads to bad health is based on several assumptions that do not represent the reality of the way that advertising works or how parents and children make their food choices.

This briefing paper indicates that food advertising is one of a large number of influences on food choice among children and restricting children's exposure to it is unlikely to lead to improvements in dietary or overall health. However, specific, targeted restrictions are necessary and should be evidence-based. The food advertising industry recognises its role in the debate, and wishes to make a constructive contribution. For more details about this, please see the briefing paper "The role of the advertising industry".

Sources for this briefing paper

1. Karen Campbell and David Crawford, Australian Journal of Nutrition and Dietetics (2001) 58:1.
2. Johnson et al, 1991.
3. Journal of the American Dietetic Association 2002; 102: 1638-1647.
4. Dickinson, Roger. "Television and Food Choice" (Part of the Food Standards Agency Food Acceptability and Choice Research Programme: 1997.
5. Eurobarometre study by DG SANCO, March 2002.

More on advertising and diet

• Overview of the evidence
• Role of the family environment on diet
• Role of advertising on diet
• What specific research projects have shown

More briefing papers

• Advertising to children
• The role of the advertising industry
• International comparison on advertising food to children
• The Regulatory Framework for children's advertising
• What parents and adults think about advertising to children

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