The new policy aims to reduce children’s exposure to unhealthy food and drink marketing in an effort to combat rising rates of overweight, obesity, and type 2 diabetes. 

Research shows that children and young people are especially susceptible to advertising, and the majority of food and drink ads they see promote unhealthy options. Public health advocates argue that such policies are crucial, particularly around school zones, to protect children from the marketing of unhealthy products.  

Under the ban, processed foods such as chocolate, confectionery, desserts, ice creams, soft drinks, and chips will no longer be allowed in public advertising. In a more controversial move, the ban also includes items of fortified milk, ham sandwiches, and rice cakes. The inclusion of these foods has sparked confusion amongst both consumers and industry stakeholders, prompting calls for a more transparent, science-based framework. 

The policy also prohibits advertising that depicts junk food in social or celebratory settings. For example, an ad featuring a birthday party with a cake as a serving suggestion would be banned under the new regulations. 

This move follows similar measures introduced in the Australian Capital Territory and internationally, such as the ban on junk food ads on London’s public transport system. The campaign is expected to expand to the wider nation and include social media and other advertising platforms.  

To clarify the rules, the government has published an implementation guideline outlining which foods are permitted. Businesses unsure about their advertisements are encouraged to submit them to an expert panel for assessment.