Health experts warn that this generation of Australians are likely to die younger than their parents as obesity takes its toll on young people exposed to fast foods, drugs and alcohol.

The warning was made at the March 4 launch of the new Public Health Advocacy Institute of Western Australia to be based at Curtin University of Technology as a coalition of WA universities, Healthway, the Cancer Council of WA, Diabetes WA, Australian Medical Association, Heart Foundation and Telethon Institute for Child Health Research in Perth.

The advocacy institute launched figures which predicted life expectancy for an Australian child today, by the time they reach the age of 20, will have fallen by two years.

Funded by Healthway and major health NGOs, the institute will promote, support and develop public health advocacy in WA.

It already has called for tighter government regulations on fast food and alcohol advertising at popular events such as the cricket and football.

PHAI director Mike Daube says sporting codes are being grossly irresponsible by accepting sponsorship from fast food and alcohol companies.

He said analyses of recent televised cricket matches showed that in the KFC Twenty 20 Big Bash Final between Victoria and WA in January, the KFC logo was clearly visible on the TV screen for over 61 per cent of the playing time; players were festooned with KFC logos on their backs, chests, arms, legs and caps; and the KFC logo was continuously on screen for up to 75 seconds.