This past week, ten of the largest companies in the food and beverage industry in conjunction with the industry’s self regulatory body, the National Advertising Review Council (NARC), came together to announce a historic set of children’s advertising and marketing guidelines. The purpose of this collaboration was to find a way for the food industry to contribute to the fight against childhood obesity.
Over the past few years, public policy groups such as the Kaiser Family Foundation and the Institute of Medicine (IOM) pleaded for a comprehensive effort to combat the growing epidemic of obesity in this country. In many of their reports, they recommended changes in food industry practices. Under no obligation to do so, the industry recognized that it needed to play an important, contributory role– and proceeded to embrace that role with a wide range of positive actions such as:
- The introduction of 4,500 new and healthier products over the last three years by food and beverage companies and restaurant chains
- Significant changes to advertising, promotions and products available in schools by leading beverage and snack food companies
- Support for a variety of public service campaigns led by The Advertising Council’s “Small Steps” effort and a recently announced program to combat obesity and promote healthy lifestyles.
Along the way, many companies began reassessing their respective marketing practices and decided to pursue a markedly different path– consistent with the wishes of policymakers and public policy groups. Of note have been the efforts of Kraft, PepsiCo and General Mills.
Beyond these concrete actions, the industry is finding ways to do even more – as exemplified by the joint announcement of NARC and the ten companies under the program called the “Children’s Food and Beverage Initiative.” No matter how you slice it, these companies are committing to devote more than 50% of their children’s advertising to messages that communicate healthy food / beverage choices and/or healthy lifestyles. Additionally, these companies are committing to eliminate advertising from schools and to reduce practices such as product placement and third party licensing.
These are real, substantive measures that represent a materially different strategic direction than anyone in the industry would have believed possible just three years ago. Moreover, they are not easy to undertake, as anyone who has managed a business with volume, revenue and profit responsibilities can attest.
Yet, what’s been the reaction from organizations like Center for Science in the Public Interest (CSPI)? They’ve been publicly dismissive – even rude, calling this effort “pathetic” – greatly undermining their own credibility in my opinion.
Reasonable people – important policymakers – are correctly acknowledging that the industry’s actions represent real, tangible change.
- J. Michael McGinnis, who served as chair of the Institute of Medicine’s Food Marketing Committee, called the Children’s Food and Beverage Initiative “a move in the right direction….”
- FTC Chairwoman Deborah Majoras said the Initiative “shows real promise …. “
- Senator Tom Harkin noted that the Initiative “shows the industry is headed in the right direction.”
- Senator Sam Brownback stated “I appreciate this new initiative and consider it a step in the right direction.”
Are we done yet? Of course not. There is always more to do. And the Board of NARC and the Council of Better Business Bureaus have indicated they will continue to review the self regulatory process and push for even greater change where necessary.
But let’s take a step back every now and then, and give the food marketing industry a pat on the back for doing something really good. We know we didn’t completely save the world this week, but we should feel proud that we heeded the call of consumers and responsible policymakers: We moved the needle decidedly in a positive direction. So I, for one, am going to stand up and give us all a much-deserved round of applause. I hope others will follow.