On Monday, the Australian Medical Association has hailed the Federal Government to regulate the fast-food industry and marked the self-regulation as failure, soon after a study which has claimed that children have an unlimited exposure to a number of junk food advertisements on television. However, the fast food industry has earlier introduced new rules about marketing products to children.

Further, the study has suggested that the advertisements have increased after the fast food industry has introduced voluntary marketing code in 2009.

The AMA President, Geoffrey Dobb, has stressed on the need of some policies that can limit or prohibit the junk food advertisements. Geoffrey Dobb claimed that the move will play a role to reduce the problem of childhood obesity in Australia.

Fast food giants including McDonald's, KFC and Pizza Hut have introduced the Australian Quick Service Restaurant Industry for Responsible Advertising and Marketing to Children is a self-regulatory initiative in August 2009.

''Children's exposure to unhealthy fast-food advertising has not changed following the introduction of self-regulation and some fast-foods advertised for children's consumption contains excessive energy”, said the experts. ''Governments should define the policy framework for regulating fast-food advertising… given the negative impact this advertising has on children's food preferences and potentially on children's weight status”.