Sugary drinks turn sour in obesity epidemic

A new ad campaign revealing the large amounts of sugar in popular drinks and the damaging impact this can have on the body will start in South Australia next week, following successful runs in other states.

The ads are part of our ‘LiveLighter’ awareness campaign, an evidence-based public health education campaign focussed on increasing awareness of the health impacts of obesity and offering guidance and support around healthier options.

The LiveLighter campaign is part of a collaboration on obesity prevention including Preventive Health SA, Cancer Council SA, the South Australian Health and Medical Research Institute (SAHMRI) and the Heart Foundation.

The sugary drinks ads follow an initial round of toxic fat ads that ran in SA from June as part of the campaign.

Some examples of the high sugar content include:

• a can of soft drink contains around 10 teaspoons of sugar
• a 600ml flavoured milk has roughly 13 teaspoons of sugar
• energy drinks have upwards of 14 teaspoons of sugar
• mega sized frozen ‘slushie’ drinks can contain close to 20 teaspoons of sugar

Consuming sugary drinks on a regular basis can contribute to dental decay, overweight and obesity and type 2 diabetes.

Obesity is now the leading risk factor for preventable health conditions in South Australia, with an estimated 66% of adults and 37.1% of children overweight or living with obesity.

The 2024 South Australian Population Health Survey showed:

• 15% of adults and 10% of children reported drinking soft drinks daily, with averages of 420 ml/day for adults and 330 ml/day for children.

• 43% of adults reported eating fast food at least once a week and 17.3% reported consumption more than once a week.

• 80.1% of adults reported eating snack food at least once a week and 63% reported consumption more than once a week (snack foods such as chocolate, lollies, cake, donuts, pastries crisps, ice-cream and biscuits).

Eating less unhealthy food and drinking fewer sugary drinks are small changes many people can make and an effective way to support reductions in obesity.

Raising awareness through ad campaigns aligns with objectives in the National Obesity Prevention Strategy 2022-2032.

The ads will start from Sunday 30 November and are set to run across free-to-air TV, social media, billboards, radio and newspapers.

The ads will direct South Australians to the comprehensive ‘LiveLighter’ website where they can access tools and information to eat well, be more active and live well, including healthy recipes, meal planners, workout builders and even a sugary drinks contents calculator to assist with drink choices.

More information can be found on the LiveLighter website.

Quotes attributable to Preventive Health SA Chief Executive Marina Bowshall

The results of this campaign are proven – after years running interstate, we know that people who see the ads are more aware of the serious health consequences of obesity.

Many of these drinks can contain a staggering amount of sugar – from 10 teaspoons in a can of soft drink, 14 teaspoons in an energy drink to 20 teaspoons in some frozen drinks and thick shakes – and it’s sugar your body doesn’t need.

Breaking a sugary drinks habit won’t just reduce fat around your waist, it will reduce toxic fat around your vital organs.

Toxic fat places you at greater risk of cancer, heart disease and type two diabetes.

Quotes attributable to Heart Foundation, General Manager SA, Claire Gardner

Overweight and obesity are leading risk factors for heart disease. The Heart Foundation welcomes the South Australian Government’s commitment to tackling obesity through prevention initiatives.

Poor diet is a major contributor to overweight and obesity. Free sugars, like those found in sugary drinks, are strongly linked to increased risk of overweight and obesity, with beverages being the largest source of free sugars in the Australian diet.

The Heart Foundation recommends a Heart Healthy eating pattern that is low in free sugars to support better health and reduce the risk of heart disease.

Quotes attributable to SAHMRI Health Policy Centre Director, Caroline Miller

Campaigns like this help people make informed choices. Understanding the impact these drinks have on your body makes it much easier to decide what’s right for you and your family.

These drinks don’t fill us up or fuel us in any meaningful way. They give a quick sugar hit that the body has to work hard to manage, and over time that pattern really takes a toll.

People are often shocked when they learn how much sugar is actually in the drinks they buy without realising. Once you see it clearly, you understand why cutting back makes such a big difference.

Quotes attributable to Cancer Council SA Senior Manager Prevention, Christine Morris

Sugary drinks provide no essential nutrients and are just empty calories. Plus, they often replace healthier options like water and low-fat milk which have a range of health benefits.

We recommend all South Australians drink water instead – it’s the best option for hydration and tap water is free which is healthier for the wallet.

Cancer Council SA is committed to supporting initiatives and campaigns that promote healthy eating because we know that a healthy, balanced diet is an important factor in reducing the risk of cancer.