Parents fear kids being targeted by junk food ads in sport

Elite sporting clubs are being encouraged to quit sponsorship deals with junk food, as a survey finds parents are concerned about fast food ads targeting children.

Health experts are calling for elite sporting clubs to cut their ties with junk food, as advertisements during the family-friendly cricket season plugging meals bulging with calories.

A survey of 2000 Australian adults by LiveLighter has found that parents want more help to better protect their children from exposure to unhealthy food, with most in the survey calling for sporting organisations to stick to healthy sponsorships.

Some KFC meal deals promoted heavily during the Big Bash League this month, in TV ad breaks and banners on the pitch, contain more than the daily energy needs of primary school age kids.

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Victorian LiveLighter campaign manager and dietitian, Alice Bastable said research showed that children who were exposed to junk food marketing consumed more energy.

“We know that junk food ads not only influence what children want to eat, they actually influence what children are actually eating,” Ms Bastable said.

Some KFC meal deals promoted heavily during the Big Bash League this month contain more than the daily energy needs of primary school age kids. Picture: Getty Images

“Around 26 per cent of children in Australia are above a healthy weight. We know that it’s a really important time for children to be establishing healthy behaviours. Around three quarters of children who are overweight remain so as adults, and they have an increased risk of type 2 diabetes, cardiovascular disease and 13 types of cancers.”

From the LiveLighter survey, more than half of adults said current advertising restrictions did not go far enough, while 70 per cent said junk food companies who advertise within sports events care more about money than public health.

“Mass marketing of these junk food products is highly influential. That’s why these junk food companies spend tens of millions of dollars a year on it — because it works. Kids exposed to them eat more junk food as a result,” she said.

Cricket Australia declined to comment.