Food Advertising to Children an Increasingly Weighty Issue in Washington

Concern over food, beverage and restaurant advertising in general, and to children in particular, is certainly not losing strength on Capitol Hill or in the media. The issue has continued to grow since the beginning of the year. Here are some highlights from the past few months:

* At a January press conference, the Center for Science in the Public Interest (CSPI) called for the Department of Health and Human Services (HHS) to devise strict food guidelines based on a good food/bad food dichotomy. CSPI then called on the Federal Trade Commission to use the guidelines to restrict or ban ads for so-called “bad foods” directed to children 18 and under.

* Earlier this month, Senator Hillary Rodham Clinton (D-NY), in a conference sponsored by the Kaiser Family Foundation, argued that excessive violence and sexual content in various media and entertainment are creating a “silent epidemic” that threatens the health and emotional well being of America’s children. The Foundation recently released a new study on children’s media use. Senator Clinton also commented on the impact of food advertising on obesity and announced reintroduction of legislation to examine the impact of media on children’s mental development. Senator Clinton was joined by Senators Joe Lieberman (D-CT), Rick Santorum (R-PA), Sam Brownback (R-KS), Richard Durbin (D-IL), John Ensign (R-NV) and Mary Landrieu (D-LA). One of the mandated pilot studies in the legislation would examine children’s media use and its effects on obesity.

* Also this month, Senator Tom Harkin (D-IA) announced plans to reintroduce his legislation to grant the FTC “unfairness” rule-making authority in the children’s advertising area. Senator Harkin also announced plans to introduce legislation to ban “junk food” ads in schools.

* Finally, Federal Trade Commission Chairman Deborah Platt Majoras announced a two-day workshop in Washington to be sponsored by the FTC and the Department of Health and Human Services to examine self-regulation in the food, beverage and restaurant industry.

Obviously, food, beverage and restaurant advertising, especially to children, is continuing to come under increased scrutiny. The ANA fully agrees that children deserve special protection from inappropriate content, and has been a major supporter of the Children’s Advertising Review Unit (CARU) to assure strong self-regulation in regard to children’s advertising. The obesity problem, however, is the result of multiple forces in American society, and singling out advertising for blame will not solve it.

In fact, leading marketers are responding to consumer concerns with a vast array of new and healthier product formulations, including low-fat and low-calorie varieties. Advertising is vital to get the message out to consumers about these products.

ANA has been active on other fronts. Our CEO, Bob Liodice, sits on the boards of both the National Advertising Review Council and the Ad Council. The Ad Council has a number of public service campaigns aimed at promoting good nutrition and increased physical activity, including the “Small Step” campaign in conjunction with the Department of Health and Human Services (HHS).

In reaction to the CSPI’s call for new food guidelines in January, we responded strongly with a detailed op-ed in AdAge. In Washington, we have created the Alliance for American Advertising (AAA), with a number of trade association and individual companies, which seeks to inform policymakers of our industry’s commitment to responsible advertising. We also have been involved in the American Council for Fitness and Nutrition (ACFN) which promotes physical activity and better nutrition.

Fighting unreasonable restrictions on food advertising is an ongoing effort -- one that requires enthusiastic support from the entire marketing community. Look for the ANA and other leading organizations to challenge erroneous claims and to provide the facts necessary so that marketers can continue to meet consumer demands effectively in the marketplace.

Comments

[Carlos Chez]

I agree with the fact that our country is in sick shape and the children compared to other developed countries are fat and emotionally drained and sick (ie. record Ritalin prescriptions and ADHD diagnosis rates). However, a crusade directed at advertisers is not patriotic, it sheds a light at the fact that the gov't does not know what actions to take. So thay choose the most irratic of all.
I recommend to go to the source of the obesity, the parents. Advertisers don't put the food on the table. The plan outlined in this article against advertisers is ridiculous.