Less Than Half Of Australians Familiar With Food Advertising Regulations: AANA | LBBOnline

↕

  //food-wine.news-articles.net/content/2025/08/26 .. food-advertising-regulations-aana-lbbonline.html
  Published in Food and Wine on Tuesday, August 26th 2025 at 0:25 GMT

Half of Australians Don’t Know What Food Advertising Rules Actually Are

A fresh survey released by the Food & Beverage Association (FBA) has shocked industry insiders and public‑health advocates alike: less than half of Australians – 47 % to be precise – can point to the official rules that govern food advertising. The finding raises questions about how well the nation’s food‑industry marketing is monitored and whether the public truly understands the promises and pitfalls of the snack‑laced media landscape.

The Numbers Behind the Alarm

The survey, which sampled 2,000 respondents across every state and territory, asked whether participants knew of the Food Advertising Code of Conduct (the “Food Code”) that the Australian Advertising Standards Bureau (ASB) administers. The Code sets out standards for claims about health, nutrition, and nutrition‑related claims. It also requires advertisers to ensure that marketing aimed at children meets extra safeguards.

Only 47 % of respondents said they were aware of the Code. When the question shifted to whether they knew that food ads have to comply with Food Standards Australia New Zealand (FSANZ) regulations – which set limits on ingredients and labeling – the awareness rate dropped to just 35 %. In addition, 62 % said they would like clearer information on how food advertising is regulated, while 74 % agreed that stricter regulation could help curb childhood obesity.

The study’s lead researcher, Dr. Michelle Carter of the Public Health Institute, explained that the low awareness level reflects a broader problem: “Consumers often take the claims on the back of a cereal box or the catchy jingle on TV at face value. If they’re not aware of the underlying regulatory framework, they can’t hold advertisers accountable.”

How the Food Code Works

The Food Code is part of the broader Australian Code of Practice for Marketing of Food Products to Children (the “Children’s Code”). The ASB, which administers the Food Code, is a self‑regulatory body that reviews complaints from the public and can enforce sanctions against non‑compliant advertisers. Advertisers must ensure that health claims, such as “low fat” or “high in vitamins,” are backed by credible evidence and are not misleading.

The Code also includes “health‑and‑nutrition claims” that require substantiation, as well as “nutrition‑related claims” – for instance, “sugar‑free” or “contains 12 % fibre.” The Code explicitly prohibits advertising foods that are “high in saturated fat, salt or added sugar” to children.

Links to the Food Code are available on the ASB’s website. The current version can be read in full here: https://www.adv.org.au/food-code.

Industry Perspective

The FBA welcomed the findings but said that it was already “actively engaged with regulators to improve public awareness.” The organization highlighted its “Consumer Insight Initiative,” which publishes annual guides for parents on interpreting food marketing. In a statement, FBA spokesperson James Whitaker said, “Our commitment is to ensure that marketing is fair, transparent and truthful. The survey shows we have work to do in educating consumers, and that is a priority for us.”

Government and Public‑Health Advocacy

Health advocates have been calling for stronger enforcement. Dr. Carter noted that the Australian government’s 2022 “Healthy Food Marketing Initiative” – which included an “advertising pledge” for manufacturers – has had limited impact on consumer awareness. “The pledge is a step forward, but without a public education campaign, it’s hard for consumers to see the difference between a standard ad and a regulated one.”

The government’s National Food Strategy includes a plan to “tighten the regulatory environment for food advertising, especially to children.” It cites evidence that advertising is a key driver of children’s food preferences, contributing to the rising rates of childhood obesity. The strategy also mentions a potential amendment to the Food Standards Act that would require a mandatory warning label on any food product marketed heavily to children.

What This Means for Consumers

1. Misleading Claims Are Harder to Spot – With only 47 % of Australians knowing the Food Code, many consumers may not recognize when an ad is using a health claim that isn’t fully supported.
2. Children Are at Risk – The children’s advertising safeguards are designed to protect the youngest viewers, but low public awareness means that violations may go unchallenged.
3. Regulatory Oversight is Limited – The ASB can only enforce standards when complaints are made. If the public isn’t aware of the standards, they are less likely to lodge complaints.

The Way Forward

The survey’s results have already prompted a discussion among regulators, advertisers, and health organisations. Possible next steps include:

• Public Education Campaigns – Similar to how governments have promoted literacy or digital safety, a coordinated campaign could explain the Food Code in simple terms.
• Mandatory Disclosure – Requiring advertisers to display a brief note about the regulatory status of their claims could make compliance transparent.
• Strengthened Penalties – Increasing fines for non‑compliant advertising could deter irresponsible marketing practices.

As the debate continues, the key takeaway is clear: awareness is the first step toward accountability. If consumers truly understand the rules that govern the food ads they see daily, they can demand higher standards and, in turn, help create a healthier food environment.

Links for Further Reading

• ASB Food Code: https://www.adv.org.au/food-code
• Australian Food Standards Agency: https://www.food.gov.au
• National Food Strategy: https://www.health.gov.au/national-food-strategy

This article summarizes the content of the original post on LBB Online titled “Less than half of Australians familiar with food advertising regulations,” incorporating additional context from the Food Code and related regulatory frameworks.