The national advertisement was to be launched by Cancer Council Australia, Diabetes Australia and the National Heart Foundation at the Rethink Sugary Drink forum in Melbourne.
Licensed from the New York City Department of Health and tailored for an Australian audience, the advertisement features a man drinking a can of fat, representing the consumption if extra kilojoules from sugar-sweetened beverages are not burnt off.
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Australian Beverages Council CEO Geoff Parker said the advertisement misleads the Australian public with ineffective shock tactics.
“This is a misguided approach focusing on a small and declining part of the Australian diet,” he said. “In fact, sugar consumption by Australian children through sugar-sweetened beverages has decreased in recent years, while obesity continues to be a problem.”
The organisation said research showed that across all children, only 1.6% of energy intake comes from soft drinks which has declined from 3.3% in 1995.
“A tax on sugar-sweetened soft drinks won’t solve the country’s obesity problem,” said Parker. “Australian families can’t afford another tax on our supermarket trolley. A balanced diet, motivation and exercise are key to a healthy lifestyle, not a tax on sugar-sweetened soft drinks.
“Taxes don’t teach healthy lifestyles. If we want a healthier country, we need better education about exercise and balanced diets.
“Over the last decade, the Australian Beverage Industry has taken a proactive approach to innovating to meet the changing needs of Australian consumers. Sales of diet and low-kilojoule drinks have been increasing over the last 10 years. This shows that, as a nation, we know that when it comes to managing weight, all kilojoules count, including those from beverages. It’s common sense.”
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