The food and advertising industries have launched a multi-pronged campaign to squash government efforts to create voluntary nutritional guidelines for foods marketed to children.
Calling themselves the Sensible Food Policy Coalition, the nation’s biggest foodmakers, fast-food chains and media companies, including Viacom and Time Warner, are trying to derail standards proposed by four federal agencies. The U.S. Chamber of Commerce has also lent its lobbying muscle to the effort.
The guidelines are designed to encourage foodmakers to reduce salt, added sugars and fats in foods and drinks targeted to children. If their products did not meet the standards, foodmakers following the guidelines would refrain from advertising them to children.
The standards would be voluntary and not regulations; companies would not be required to meet them, and the government would have no way to enforce them.
Public-health experts say children, many of whom may lack the critical-thinking skills to understand advertising, are bombarded daily by television ads, Web sites, toy giveaways and cartoon characters promoting junk food. The food and beverage industry spends about $2 billion a year marketing directly to children.
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