Four hundred forty three advertisements for food products were identified. Advertised foods had a lower percentage of energy from carbohydrate (43%), lower fibre density (2 g/MJ), but higher percentage of energy from sugars (24%) and higher sodium density (0.5 g/MJ) than a diet recommended to avoid diet-related disease. Food advertising reflects, and may reinforce, socio-economic and gender variations in food choice and adiposity. Producers of more healthy food may need help from policy makers and health promoters to effectively market their products.