15 Jul Why parents shouldn’t carry all the blame for kids’ junk-food choices
Parents are often told to “just say no” to junk food. But children are growing up in a world where food marketing follows them from supermarket shelves to screens, games, sport and social media.
If there’s one thing many parents are tired of, it’s being blamed for everything their children eat.
We’re told to pack healthier lunchboxes, cook from scratch, reduce sugar, limit snacks, avoid too much takeaway and resist pester power at the supermarket checkout. Most parents know the basics. Most parents are trying. But it is hard to make calm, consistent food choices when children are surrounded by marketing designed to make less healthy options look fun, normal and irresistible.
That doesn’t mean parents have no role. Of course, family routines, budgets, time pressures and everyday choices matter. But it does mean the story is bigger than “just say no”.
Junk-food marketing has moved far beyond TV ads
In the past, parents worried about advertisements during children’s television. Today, food marketing is everywhere children spend time: streaming platforms, YouTube, gaming, sports sponsorships, shopping centres, public transport, apps, supermarket packaging and social media.
Bright packaging, cartoon characters, limited-edition flavours, collectables, meal deals and influencer-style content all help create a sense that certain foods are not just snacks, but part of belonging.
For children, that matters. Food is social. What appears in a lunchbox, what is talked about in the playground, and what is seen online can all shape what children ask for — and how strongly they ask.
Why “just say no” is not always that simple
Parents can say no. Many do, often several times a day. But repeated requests wear families down, especially when everyone is tired, hungry, rushing between activities or trying to stay within a grocery budget.
Marketing works because it does not only sell a product. It sells a feeling: fun, reward, independence, popularity, comfort or a “treat” after a hard day.
That is why blaming parents alone misses the point. When food companies invest heavily in making products attractive to children, it is unrealistic to pretend families are making choices in a neutral environment.
Public health groups in Australia continue to argue that industry self-regulation does not go far enough. The Obesity Evidence Hub says there is currently no Australian Government regulation specifically protecting children from unhealthy food marketing, with the system relying largely on advertising and industry codes. Food for Health Alliance says unhealthy food marketing influences the foods children prefer, choose and eat.
This is not about shame
Conversations about children’s food can quickly become loaded. Words such as “obesity” and “bad food” can leave families feeling judged, and children feeling anxious about their bodies.
A more helpful approach is to talk about health, energy, growth, concentration, teeth, sleep and habits — without making food a moral issue.
Children do not need every snack to be perfect. Families do not need to cook everything from scratch. Takeaway nights, party food and packaged snacks are part of many households. The goal is not perfection. It is helping children understand that marketing is powerful, and that everyday food choices can still sit mostly with the family, not with a brand, character or influencer.
Helping kids become food-marketing detectives
One useful strategy is to talk openly about advertising.
Instead of simply saying, “No, that’s junk,” parents can ask:
What is this ad trying to make you feel?
Why do you think they used that character or colour?
Is this food being sold as a treat, a prize or a way to fit in?
Would you still want it if it came in plain packaging?
These questions help children see marketing as something made by adults to persuade them, rather than something they have to obey.
Even young children can start to understand that packaging and ads are designed to grab attention. Older children and teens can go further, especially when it comes to influencers, sponsorships, product placement and online games.
What parents can do at home
Families can’t control every message children see, but they can reduce some pressure points.
Try keeping everyday snacks visible and easy to reach, while making highly processed snack foods less central in the pantry. Set a few simple family rules before shopping, rather than negotiating in the aisle. Let children help choose fruit, yoghurt, crackers, sandwich fillings or dinner ingredients so they still feel some control.
It can also help to avoid turning less healthy foods into forbidden treasures. When treats are part of family life but not the main event, they often lose some of their power.
And when children ask for something they have seen advertised, parents can acknowledge the pull: “Yes, that packet is designed to look exciting. Let’s decide if it’s something we’re buying today.”
Parents need support, not blame
Children deserve food environments that make healthy choices easier, not harder. Parents deserve conversations that recognise the reality of busy family life, tight budgets and constant marketing pressure.
Saying no still matters. But so does noticing who is doing the asking — and who has spent a lot of money teaching children what to ask for.
Editor’s note:
This article has been refreshed from an earlier Childmags article by Dr Karen Brooks on junk-food marketing and children, updated to reflect today’s digital and supermarket marketing environment.
