While junk food advertisements in Australia remain largely unregulated, a groundbreaking Edith Cowan University (ECU) study reveals the untapped potential of anti-junk food ads to positively influence cravings and consumption intentions.
For pharmacy assistants who often serve as the frontline in community health, these findings highlight an opportunity to advocate for healthier choices in their day-to-day interactions with customers.
Anti-junk food advertisements have positive influence
Led by psychology researcher Dr Ross Hollett, the research is the first to examine how junk food and anti-junk food advertisements during Australian Football League (AFL) and National Rugby League (NRL) matches impact consumer behaviour.
The study, which was published in the Health Promotion Journal of Australia, involved over 400 participants with both healthy and high BMIs, analysing their reactions after being exposed to both junk food and anti-junk food ads.
“We found that while a single exposure to junk food advertisements did not significantly increase immediate cravings or consumption intentions in adults, anti-junk food advertisements were effective in reducing both cravings and consumption intentions, particularly for healthy BMI participants,” Dr Hollett said.
The study has also highlighted the imbalance of advertising during popular sports broadcasts.
“Junk food advertisements made up a staggering 10.8% of all ads during AFL and NRL broadcasts.
“In contrast, anti-junk food advertisements were almost non-existent, accounting for just 0.003% of ads,” Dr Hollett said.
“Junk food brands are leveraging the enormous viewership of national sports to bombard audiences with their messages.
“Meanwhile, health promotion ads are barely visible in these spaces, despite their effectiveness,” he added.
For pharmacy assistants, this data underscores the importance of encouraging customers to make healthier dietary choices, especially during major sports seasons when junk food marketing is at its peak.
Whether it’s offering advice on nutritious snack alternatives or promoting products that support healthy lifestyles, pharmacy assistants can play a key role in counteracting the influence of these ads.
Call for health messaging
Dr Hollett has called for increased government investment in health messaging during sports broadcasts.
“High profile sports broadcasts are a golden opportunity to reach millions of Australians,” he said.
“Given the potential efficacy of health promotion adverts, governments should consider investing in a higher frequency of health messages during broadcasts that are known to readily promote junk food, such as national sports.”
This research highlights the significant impact of well-placed health messaging on behaviour, providing pharmacy teams with practical opportunities to foster community wellness.
By promoting healthier food options within the pharmacy and encouraging sustainable lifestyle choices, pharmacy staff can play an active role in supporting long-term health and mitigating the influence of pervasive junk food advertising.
