Soft drink campaign is “misguided”, says Bev Council

The Rethink Sugary Drinks campaign is “misguided”, the Australian Beverages Council has said. Launched on 17 January, the campaign aims to tackle soft drink overconsumption in Australia.

Led by the Cancer Council, Diabetes Australia and the National Heart Foundation of Australia, the Rethink Sugary Drinks campaign targets sugar-sweetened beverages as “one of the key contributors to obesity in Australia”.

However, Geoff Parker, CEO of the Beverages Council, says soft drinks are being unfairly targeted. “Focusing on a single source of kilojoules in the diet hasn’t worked in the past and ignores the concept of the total diet,” Parker said. “No one food or beverage causes overweight or obesity. Consuming more kilojoules than what is burnt through physical activity is what leads to weight gain.”

The Australian beverage industry should also be recognised for its efforts to address public health issues, Parker said. “Over the last decade the Australian beverage industry has taken a proactive approach to being part of the solution in addressing the complex and multifactorial issue of obesity,” said Parker.

Parker highlighted voluntary measures the industry has undertaken, including:

• Restricted marketing of sugar-sweetened beverages to children under 12 years of age.
• Clearly labelled the kilojoules on a per serve basis on the front label of cans and bottles.
• Reformulated products to include a wide range of low and no kilojoule options.
• Restricted sales of sugar-sweetened soft drinks to primary schools and complied with all relevant school canteen guidelines.

“All kilojoules count regardless of the source. The industry produces a range of hydration options to suit everybody’s lifestyle and all beverages can be consumed in moderation as part of a balanced diet supported by regular physical activity,” Parker said.