The Federal Trade Commission released a report on the marketing of food to kids. Apparently, food companies spent $1.6 billion to market their products to children and teenagers in 2006. And the verdict of the report: there is no instance where marketing food to kids need to be regulated.

And their recommendation? They urged other food companies to join the industry’s VOLUNTARY and SELF-REGULATED group called Children’s Food and Beverage Advertising Initiative, established by the Council of Better Business Bureaus in November 2006. There are 14 food giants as members including, Coca-cola, Kellogg, Cadbury Adams and PepsiCo.

Let’s step back a moment. The FTC conducted this report to study the rising obesity rates in the US.  I recognize the complexity of the obesity issue and know that it is not the simply the fault of 14 companies and their advertising. But these companies, and their food, are certainly playing a role in the expanding wastelines of US residents.

So far, the food giants have pledged to either stop aiming ads at children or to promote only what the council calls better-for-you products. Sounds reasonable, right? Except there is no definition as to what “better for you” means.

In the Better Business Bureau program, the companies themselves determine what is better food, the companies themselves determine what is children’s advertising. The companies determine all these things; there’s not even a real uniformity in what these decisions are.

Said Robert Kesten, the executive director of the Center for Screen-Time Awareness, a Washington-based group that aims to limit media influence.

The food giants are taking steps. The New York Times reports that the Campbell Soup Company, no longer advertises Chicken Noodle Soup on its Web sites that are targeted to children. And a spokeswomen for Cadbury Adams says they have has stopped marketing Bubblicious gum to children. Kellogg’s has also “reformulated” products like Apple Jacks, Froot Loops and Corn Pops, so that they meet the company’s declared nutrition requirements for children. (Although last I checked the cereals still contained high fructose corn syrup)

It’s the marketing industry policing itself, and as is shown over and over and over again, that’s problematic, said Susan Linn, director of the Campaign for a Commercial-Free Childhood.

What do you think?

takepart and find wholesome, fresh sustainable food in the US and Canada.

Related:

Hungry For Change

Trans Fat Films: Top 10 Films Featuring Fast Food

LA Bands New Fast Food Joints in South Los Angeles
Tug of War in Food Marketing to Children
FTC Backs Self-Regulation