Commonwealth Games 2026: Push to ban ‘unhealthy’ ads and sponsorships

A peak body is pushing for a ban at the Commonwealth Games that aims to protect Aussies from “predatory” tactics that could extend to the 2032 Brisbane Olympics and Paralympic Games.

Victoria’s 2026 Commonwealth Games would be free from unhealthy food, drink, alcohol and gambling ads and sponsorships under a proposed ban being pushed by VicHealth.

Team sponsorship, venue names, television, radio and online advertising during the event would also be restricted in a move experts say would put Australia in line with other countries.

The bans, aimed at protecting Australians from “predatory” tactics, would also extend to the 2032 Brisbane Olympics and Paralympic Games.

“Sport has the power to inspire our kids to be active and healthy and we know that millions of children will be watching the upcoming Commonwealth and Olympic Games,” VicHealth CEO Dr Sandro Demaio said.

“Australia has an opportunity to make our Commonwealth and Olympic Games sporting events (something) to be proud of by ensuring there is no advertising or sponsorship for unhealthy food and sugary drinks, vaping and e-cigarette products, gambling and alcohol.”

VicHealth chief executive Dr Sandro Demaio. Picture: Supplied

One in four Victorian children are above a healthy weight and Dr Demaio said major sporting events were awash with advertising and sponsorships for unhealthy products.

Coca-Cola is an Olympics sponsor, while the 2018 Commonwealth Games on the Gold Coast was sponsored by Jupiter’s Casino and XXXX Beer.

The FIFA Women’s World Cup, which kicks off in Australia later this month, is sponsored by McDonalds and Budweiser, while TAB and Jacobs Creek are supporters of the event.

But experts have pointed to the 2022 Birmingham Commonwealth Games, which focused on brands such as Dettol and Coca-Cola zero sugar, as a future model.

In a submission to a federal parliamentary inquiry examining the preparation of the Commonwealth Games, Olympics and Paralympics, VicHealth also calls for legacy infrastructure to include food preparation areas, not just deep fryers, and a greater investment in public transport, walking and cycling.

Experts say Aussies support having more healthy food options at events. Picture: John Pryke

Food for Health Alliance executive manager, Jane Martin, said the games must offer free water and healthy food that was affordable for families.

“A lot of the Commonwealth Games events are being held in rural Victoria and they have much poorer health outcomes, including poor diets and high rates of overweight and obesity,” Ms Martin said.

“(It) makes sense that if you're going into these more vulnerable communities, that you really are using this as a way to not just promote sport and inclusion, but also to promote healthy diets.”

Ms Martin said more than two in three Victorians were in favour of the state government ensuring taxpayer-funded events were free from unhealthy food and drink marketing and advertising.

She said Australia was “pretty unsophisticated” compared to other countries, which did not allow these products to be promoted at sporting events.

The concerns have been raised with Commonwealth Games organisers.

A parliamentary committee last month recommended that gambling ads be phased out within three years, which the lobby group for wagering companies said “not the answer”.

There is also a push to ban junk food advertisements aimed at kids to combat childhood obesity.