Children's groups are outraged at a decision by the communication watchdog, not to impose tougher restrictions on junk food advertising on television.
ACMA has ruled while there is a relationship between advertising and the food preferences of children, there's not enough evidence to link that to obesity.
Andrew McCallum from the Association of Children's Welfare Agencies says it's a costly decision.
“They’re putting commercial interest above the interest of children, and we know what actually happens in childhood, carries on into adulthood.”
The Parents Jury - an online network of 3,400 parents, grandparents and guardians interested in improving the food and physical activity environments of children - says ACMA's draft of revised standards does not go far enough in protecting children from junk food advertising.
The group has called for a complete ban on junk food advertising on television from 6am to 9pm, when children could still be watching.
"Australian children are exposed to more junk food ads than children in any other country in the world and obesity levels are rising," the group's manager Justine Hodge said in a statement.
"This was the government's opportunity to do something positive."
The group welcomed moves to impose greater control on the use of celebrity and character endorsements.
ACMA has said it will consider reviewing its position if evidence of an identifiably stronger association between advertising and obesity and the benefits of food and beverage advertising restrictions becomes available.
