Obesity Regulations 1

Sarah Mason
May 13, 2013
samason@linfield.edu
Final essay

TOPIC: Obesity regulations

PROPOSED QUESTION: Should the government put stricter regulations in place on food and
beverage advertising to children?
MODIFIED QUESTION: Should the government make the Childrens Food and Beverage
Advertising Initiative mandatory for all advertising companies?
MODIFIED QUESTION: Should the government ban food and beverage advertising to
children?
MODIFIED QUESTION: Should the government implement multiple regulations to lower
childhood obesity rates?
CURRENT QUESTION: Should the government enforce regulations on food and beverage
advertising targeted at children and implement media literacy to reduce childhood obesity rates?

Obesity Regulations 2
Table of Contents
Preface
4
Abstract
9
Essay

10
Introduction

10

Factors that Contribute to Childhood Obesity

11

Toxic Eating Environment

11

Consumer Driven Economy

11

Lack of Cognitive Skills

12

Attempts to Regulate Advertisements that Target Children

13

The Childrens Food and Beverage Advertising Initiative

13

Kid Vid Rule

14

The Interagency Working Group on Food Marketed to Children

15

Stronger Regulations Needed

16

Legal Obstacles

17

Freedom of Speech

17

Commercial Speech Doctrine

17

Obesity Regulations 3
Special Interest of Youth

18

Advocacy Groups for Reversing Childhood Obesity

18
Campaign for a Commercial-Free Childhood

18

Lets Move! Campaign

19

The Yale Rudd Center for Food Policy and Obesity

19

The National Policy and Legal Analysis Network to Prevent Childhood

Obesity
Sensible Food Policy Coalition
Alternatives to Bans on Food and Beverage Advertisements

20
20

Media Literacy Programs

20

Benefits of a Combination of Regulations and Media Literacy

21

Conclusion
References

19

21
22

Obesity Regulations 4
Preface
It has almost been a year since I was in Craig, Alaska visiting one of my college
roommates when I received a special message in a bottle. Katrina Peavey, a fellow survivor of
Information Gathering, had written a message about how to survive the dreaded class and sent
the message from across the world to her mother, who later stuffed the note in a bottle and
released it into the Pacific Ocean. Katrinas mother then took Carrie and I on a whale-watching
trip when we noticed the floating bottle. Nothing in the message would quite prepare me for
what I have experienced this past semester. Looking back I would agree with everything Katrina
wrote in the message, set aside as much time to edit as you did to write, do not procrastinate
under any circumstances, get used to Renshaw because it is open 24 hours and will be your new
home, make sure you have a buddy because it will make those long gloomy nights and early
mornings a little bit brighter, take advantage of Professor Thompson and Susan because they are
your greatest resources and above all else, learn from your mistakes.
After feeling like I have killed an entire forrest of trees, spent a total of 91 days staring at
my computer screen, accomplished five all nighters, called my parents too many times crying
and debated on calling it quits on this whole college thing, I can say that I am officially surviving
Information Gathering. Looking back on my own experience, Katrinas survival guide resonates
on a much deeper level. I believe that the only way to truly understand the horror and beauty that
Information Gathering has to offer is to throw yourself into the class feet first and experience it
for yourself.
Before beginning Information Gathering in February, I was scared out of my mind. The
class is intimidating and survivors certainly do not make the class sound fulfilling or doable in
any way. I am not saying the class is fun or easy; however, I have never been so proud or worked

Obesity Regulations 5
so hard for something in my life. I have developed skills over the course of the semester that I
will be able to apply to other Linfield classes, my future in Mass Communication and, as cheesy
as it sounds, the rest of my life.
Information Gathering teaches a work ethic like nothing that I could have ever imagined.
I have never been required to conduct such scholarly research, write, edit and turn in a 10 or
more page paper, juggle class and work schedules and still find time to take care of myself on a
weekly basis. Professor Thompson and Susan set the bar high and expect students to reach it. I
have spent countless hours rotating between Renshaw, the Nicholson Library, Starbucks,
Cornerstone, my dorm room and several secret study spots, trying to give myself a change of
scenery and hang on to my sanity while still managing to turn in every assignment. I forced
myself into thinking I enjoyed eating, sleeping and breathing Information Gathering. Making
sacrifices is a huge part of this class. At times I sacrificed studying for my other classes, hanging
out with friends and way too often, my sleep. This was a good life lesson because as we get
older, commitments pile up and we are required to prioritize.
Growing up, my father has harped on the importance of working smarter and not harder.
Before the semester began, as I dreaded the day I had to choose my public policy question, all I
could think of was his advice. I knew it was important to choose a topic that I was genuinely
interested in because I knew I would be spending a lot of my time reading about it. Because I am
minoring in psychology and knew I would be taking Professor Weidmans advertising class, I
decided to utilize my resources and choose a public policy question that would embody both of
these elements. I am so happy I did.
By working smarter and not harder, I equipped myself with the tools necessary to
perform to the best of my ability. Purchasing my Associated Press Stylebook was the best

Obesity Regulations 6
investment I have ever made. I would consider it to be like my fairy godmother, waving its
magical wand over my grammatical worries. Before taking this class, I had no idea the wide
range of entries that were contained in such a tiny book. My Associated Press Stylebook now
contains an array of colorful tabs marking the most helpful entries that will assist me on future
papers, newspaper stories and everyday curiosities, such as how to spell words like godmother.
Also, to-do lists became my best friend. Every Sunday, after completing an entire day of
newspaper, I made a master list of every commitment that I had in the upcoming week. Then, I
took a large notecard and divided it into seven columns, and listed my hourly commitments so
that I could see when I would have time to work on Information Gathering. I received some
weird comments from people about this habit, but if there is one thing that I have taken away
from this class, it is that you have to do what works best for you.
I am still not quite able to shake off the competitive nature Information Gathering brings
out in students. I have been a competitive athlete, but never been much of a competitive student.
It took time for me to adjust to the daily what did you get and how far are you questions
frequently asked by my classmates. I realize now more than ever how insignificant it is to
compare yourself to others because it does not matter how long an assignment takes you or what
grade you receive as long as you are working hard and proud of what you produce. I was called
out by a student in the class for taking longer to finish assignments than everyone else, which
made the feeling of getting two perfect scores in a row that much sweeter.
The weeks leading up to Spring Break were the darkest. After catching up on rest,
planning daily goals for the remaining two months of the semester and reminding myself that life
exists outside of researching food and beverage advertisements, I was able to regain my strength
and find a rhythm that worked for me. After regrouping, I experienced a significant change in my

Obesity Regulations 7
grade for this class, which I attribute to being more prepared and utilizing my resources. I had a
panic attack during Spring Break when I realized my sisters college graduation fell on the day
before the final papers due date. Instead of pulling my hair out like I felt like doing, I met with
Susan who helped me strategize on how to make the best of use of my time and plan ahead.
I truly cannot put into words how appreciative I am of the opportunities I have had to
learn from Professor Thompson and Susan. I am excited to go back through my notes and
compile what has been discussed in class into a cohesive list of career tips, grammar mistakes
and the other advice the professors have given. Professor Thompson and Susan provide the tools
and resources needed to succeed; however, it is up to students to take full advantage of their
knowledge. I have never taken a class from professors who are as willing as Susan and Professor
Thompson are to assist you and help answer your questions.
Professor Thompson and Susan instill persistence in Information Gathering students. No
matter how many times I edited my paper before turing it in, I could almost count on
it being returned and covered in purple ink come Monday morning. The professors stress the
importance of learning from your mistakes, and tell you what to avoid on future assignments. It
took a couple assignments for me to really understand the importance of recognizing my
mistakes before I make them. Also, the researching process was frustrating at times. As a
relatively new user of databases, I often became annoyed. In the beginning when I was searching
for credible sources, more often than not the sources were not timely, were published in a
different country, were too short or did not meet the requirements. This lead me to realize how
important my search terms were. Lastly, while completing my 20 annotations, I stumbled upon a
few authors who I could not find biographical information on. Instead of giving up, I utilized my
resources and contacted authors via Twitter, Facebook and email to request more information

Obesity Regulations 8
about their education, experience and other credentials. I now realize why the class is called
Information Gathering, because it is hard work digging up credible sources and useable
information.
I would like to thank the people who were encouraging, supportive and inspired me to
keep pushing each day. Alex Owen was the sweetest and most understanding roommate I could
have ever asked for. Although there were times that I did not see for days on end, she was always
there to keep me on track, respect my odd napping hours and roll with my mood swings. I am so
appreciative for my parents for the encouraging text messages and calls to check up on me
during the most stressful times. My older sister Shelby is one of the most hard-working people I
know. Her ability to sacrifice fun to study for her nursing exams was truly inspiring to me, and it
was comforting to know I was not the only one sacrificing fun for school. I would also like to
thank Carrie for sticking by my side from the beginning. I am not sure if I would have been able
to make it through the class with out her and we now share an interesting journey that we will
talk about for years to come. I am thankful for Alyssa, Ivanna, Chris and Samantha for being a
support system and making sure I did not slip through the cracks. Most of all, I would like to
thank Professor Thompson and Susan for pushing me harder than I have ever been pushed before
and showing genuine interest in my academics and life outside of Information Gathering.
I am sure Katrina would agree, as much as Information Gathering teaches us how to
communicate effectively, it is difficult to put into words how truly beneficial of a class it is.
Although future Information Gathering students will never really understand the class until they
experience it for themselves, I hope to be as clever as Katrina was with helping future students
calm the nerves before taking on the class. Now that I have experienced the class for myself, I
am hoping to give the class a better reputation by communicating how tough it is, but how

Obesity Regulations 9
rewarding it is to see your hard work pay off. As difficult as Information Gathering is, I take
away mostly positive experiences from the class and am excited to apply what I have learned to
future classes, a career and becoming a better individual.

Obesity Regulations 10
Abstract
The paper discusses the relationship between exposure to food and beverage advertisements and
childhood obesity rates. Because children are exposed to a toxic eating environment, are
immersed in a consumer-driven economy and do not contain the cognitive capacity to
comprehend persuasive messages there is room for potential regulations on such advertisements.
The paper will address the effectiveness of several attempts to regulate advertisements that target
children, such as the Childrens Food and Beverage Advertising Initiative. It also looks at how
regulations need to be strengthened and media literacy programs are necessary in order to reverse
childhood obesity. The paper refers to the the First Amendment and the commercial speech
doctrine that the advertising industry argues are barriers to act. The paper concludes that based
on incongruities between legal justifications and psychological research, regulations on food and
beverage advertisements that target children are justified.
Keywords: advertisement regulations, Childrens Food and Beverage Advertising
Initiative, consumer behavior, First Amendment, food and beverage companies, food literacy,
Lets Move!, media literacy, obesity, obesity prevention, Yale Rudd Center for Food Policy and
Obesity

Obesity Regulations 11
Introduction
"Taste the rainbow." "The snack that smiles back." "Unleash the power of the sun."
"Obey your thirst. These are several of the most recognizable junk food and soda slogans that
food and beverage advertisers use to target children. A total of $1.5 billion is spent on food and
beverage advertisements each year. Children are exposed to more than 3,000 advertisements per
day seen on television, the Internet, billboards, magazines, product packaging, sponsored events,
product placements and character licenses (Mello, 2010). Nearly one third of children in the
United States are obese, a population, which has more than doubled in the last 30 years. Studies
have found a relationship between a childs exposure to food and beverage advertisements and
obesity. Because eating habits, food preferences and brand loyalties are developed during
childhood, it is important that advertisements encourage healthy habits that will carry over into
adulthood (Lobstein & Dibb, 2005).
Obesity is defined as having excess body fat, which is the result of a caloric imbalance.
The disease now contributes to more chronic illnesses and health care costs than smoking in the
United States (The National Heart, Lung and Blood Institute, 2013). Childhood obesity poses
serious immediate and long-term health threats, including high blood pressure, diabetes, joint
problems, poor self-esteem and increased risk for cancer. Obesity-related issues contribute to 75
percent of national health care expenditures. Experts argue that government intervention is
permitted to control and prevent health care costs (The Henry J. Kaiser Family Foundation,
2013).
This paper will address the three main factors that contribute to childhood obesity, which
are a toxic eating environment, a consumer driven economy and childrens inability to

Obesity Regulations 12
comprehend persuasive messages. It will review past attempts to regulate advertisements that
target children, explain why the First Amendment is not an obstacle to regulate advertisements,
mention advocacy groups that are encouraging change and discuss an alternative to an outright
ban of food and beverage advertisements that target children. The paper will conclude that a
combination between stronger advertising regulations and media literacy programs are necessary
to reverse childhood obesity.
Factors that Contribute to Childhood Obesity
Toxic Eating Environment
One factor that contributes to childhood obesity is the toxic eating environment. An
eating environment is defined as the collection of physical, biological and social factors that
affect an individuals eating habits. A toxic eating environment promotes unhealthy food and
beverage consumption and can lead to obesity (Brownell & Horgen, 2004). The food industry
designs their food and beverage products to be craveable and contain three addictive ingredients:
salt, sugar and fat. The majority of the population in the United States cannot afford preparing
meals from scratch to avoid eating products that contain these unhealthy ingredients (Moss,
2013). These cheap and accessible products include fast food meals, sugary drinks, candy and
junk. For example, McDonalds emphasizes its cheap prices through advertising the Dollar
Menu. The calorie-dense products advertised on television are sold in gas stations, drive-thrus,
vending machines, drugstores and other 24-hour outlets (Scherzer, 2013).
Consumer Driven Economy

Obesity Regulations 13
In addition to a toxic eating environment, children are immersed in a consumer-drive
economy that encourages frequent spending and is a threat to health, education, creativity and
values (Linn, 2004). Children are targeted by advertisers for two reasons: children have a great
influence on their parents purchases and children are making decisions at younger ages in the
marketplace. The influence is an estimated $500 billion for 2 to 14 year olds (Dietz, 2011).
Advertisers use stealth weapons, a combination between new forms of digital advertising and
manipulative strategies, to target children. The intention of these weapons is for children to
develop personal relationships with food brands. Food and beverage advertisements associate
products with fun, good times, popularity, happiness, achievement and athleticism to appeal to
children (Bronstein, 2013). This is an issue because studies have found that children are
susceptible to advertisements that use persuasive techniques, and in turn are more likely to
purchase products that they advertised (Nauert, 2012).
Lack of Cognitive Skills
Children have not developed the critical thinking skills necessary to comprehend
persuasive advertisements that put unhealthy products in a positive light (Nauert, 2012). Studies
have found that when exposed to food and beverage logos, obese children show activation in
reward areas of the brain, while normal weight children show activations in self-control regions
of the brain. The study concluded that food and beverage advertisement regulations are necessary
to prevent obese children from eating more (Blanchard, 2013). Food and beverage companies
spend more than $10 billion on advertisements each year, half of which are for unhealthy
products targeted at children. In 2007, a study found that from a sample of top-rated television
programs among children, 98 percent of the advertisements were for products that contained salt,

Obesity Regulations 14
sugar and fat. Few advertisements were for fruits, vegetables and dairy products (United States,
2008). In addition, advertisements that trigger powerful emotional responses are more effective
and create brand loyalty among children. The psychological processes commonly used in
advertisements to attract children include the elaboration likelihood model, classical
conditioning, mere exposure effect, associative network and social learning theory (Harris &
Graff, 2012). Food and beverage advertisers use characters, celebrity endorsers, special effects
and jingles to grab childrens attention. Children are not able to distinguish between fantasy and
reality, and are likely to develop attachment issues and brand loyalties for products that use these
persuasive techniques in their advertisements (Valkenburg, 2004). Parents are concerned that
these marketing strategies are unethical and should be regulated (Vitell, 2010).
Attempts to Regulate Advertisements that Target Children
The Childrens Food and Beverage Advertising Initiative
In the past, the government has attempted to regulate advertisements that promote
unhealthy food and beverage products that are said to contribute to childhood obesity. In 2005,
15 major food and beverage makers pledged to voluntarily self-regulate their advertisements that
target children. The nutrition standards were created and policed by the United States
Department of Agriculture dietary guidelines and United Stated Food and Drug Administration.
The companies were asked to devote at least 50 percent of their advertising to the promotion of
healthy diets and exercise. Several of the pledges include Burger King Corp., Campbell Soup
Company, The Coca-Cola Company, The Dannon Company, The Hershey Company, Kellogg
Company, PepsiCo, Inc. and Unilever United States (Association of National Advertisers, 2009).

Obesity Regulations 15
Reaction
Some experts say that the Childrens Food and Beverage Advertising Initiative yielded
significant results, while others say the regulations should be stronger. Experts say the Initiative
was a good start, but should be mandatory for all companies in order to experience a significant
reduction in childhood obesity (Seidman, 2011). A study that coded for product type, persuasive
appeal and production technique in advertisements that aired on television during 2004 and 2006,
concluded that advertisers have not noticeably changed their marketing strategies since the 2005
initiative (Warren, Wicks, Wicks, Fosu & Donghung, 2007).
The Federal Trade Commission and Department of Health and Human Services were
pleased with the advertising industrys improvements (Hippsley, 2008). Some networks now
noticeably promote fruits, vegetables and dairy products and have limited advertising for
unhealthy food and beverage products. Cartoon Network has demonstrated self-regulatory efforts
because it primarily advertises toys to children and household appliances to parents who watch
television with their children. The network airs public service announcements that combine
cartoon characters and child actors to encourage physical activity during commercial breaks.
However, even after the Childrens Food and Beverage Advertising Initiative, Nickelodeon still
airs commercials for Juicy Drop Pop candy, Kelloggs Krave chocolate cereal, Goldfish crackers
and Sprinkles Cookie Crisp cereal (First Presbyterian Church, 2013).
Kid Vid Rule
Similar to the Childrens Food and Beverage Advertising Initiative, the Kid Vid rule
sought to regulate products that are harmful to childrens health. In 1978, the Federal Trade

Obesity Regulations 16
Commission proposed the Kid Vid rule in an attempt to reduce childrens dental cavities. The
Kid Vid rule would ban all advertisements for sugary cereals; however, it was unclear what
qualified as too sugary. The rule only be allowed advertisements for cereals if the commercials
were accompanied by a health disclosure regarding cavities. (Hippsley, 2008). After much
debate, the Kid Vid rule was not enacted.
Reaction
The advertising industry argued that the proposed Kid Vid rule would unfairly prohibit
some cereal products from airing on television, while other competing cereals were authorized.
Officials from the Federal Trade Commission learned how difficult it is to develop clear and
workable standards to ban advertisement that target children (Delapoer, 2013). Since the 1978
attempt, the government has not attempted an outright ban on an entire category of product
advertisements. Experts argue that although preventative services may be useful in containing
public health issues, there are other contributing factors such as socioeconomic status and
behavioral tendencies, which make bans less likely to be approved (Chen, Roy, Gotway &
Crawford, 2013).
The Interagency Working Group on Food Marketed to Children
The Interagency Working Group on Food Marketed to Children is comprised of the
Federal Trade Commission, the Centers for Disease Control and Prevention, the Food and Drug
Administration and the United States Department of Agriculture. The group devised voluntary
nutrition standards in an attempt to reverse childhood obesity through improved food and
beverage advertising profiles (Dietz, 2011). For example, the voluntary standards encourage the

Obesity Regulations 17
use of cartoon characters and celebrity endorsements to promote fruits, vegetables and dairy
products to children (Jalonick, 2013). The Interagency Working Group on Food Marketed to
Children says that because dietary habits are taught, encouraged and reinforced to children
through advertisements, advertisements should encourage healthy eating habits (Bittman, 2012).
Reaction
The advertising industry argues that the voluntary standards proposed by the Interagency
Working Group on Food Marketed to Children will affect more than 1,700 cable and broadcast
programs. Richard OBrien, the executive vice president of the American Association of
Advertising Agencies, says that the advertising industry has already responded to the Childrens
Food and Beverage Advertising Initiative and the new standards are too extreme (Eggerton,
2011). The Grocery Manufacturers Association says that food and beverage makers have
changed 200,000 product recipes as a result of the initiative, and therefore voluntary regulations
are effective (Adamy, 2011). Advertisers fear that failure to adhere to the new standards will lead
to regulations on all forms of marketing communication.
Other experts agree with the Interagency Working Group on Food Marketed to Childrens
standards because it is the advertising industry, not the consumers, who decide what food and
beverage products are the most desirable (Harris, Pomeranz, Lobstein & Brownell, 2009). The
industry fears an entire category of products will be prohibited from television if the standards
are enacted. Representatives say many cable and broadcast programs will be out of business
because food and beverage advertisement account for a large sum of revenue. However, the
Interagency Working Group on Food Marketed to Children is aware that a large percentage of

Obesity Regulations 18
food and beverage products will not meet the standards, and therefore the standards are subject to
change (Eggerton, 2011).
Stronger Regulations Needed
Although the Federal Trade Commission has a troubled past with childrens advertising
regulations and legal factors prohibit its ability to act, experts agree that these obstacles are
actually opportunities to strengthen current regulations. According to the deception doctrine,
misleading commercial speech is not protected by the Constitution, and therefore justifies
stronger regulations on food and beverage advertisements that target children. In addition,
experts encourage the Federal Trade Commission to provide mechanisms for making voluntary
initiatives more effective. Considering the success from the Childrens Food and Beverage
Advertising Initiative, voluntary regulations are effective and if strengthened can yield
substantial results (Mello, 2010).
Legal Obstacles
Freedom of Speech
The Freedom of speech is the political right to communicate ideas to anyone who is
willing to receive them using ones own property. The food and beverage industry defend their
right to advertise because they argue advertisements are the only way to differentiate and
communicate their products to consumers. In addition, the industry says food advertisements that
target children are rightfully protected by the Constitution and regulations strip them of this right
(Harrison, 2012) However, the government says that commercial speech should not be protected
by the First Amendment because food and beverage corporations are not people and the

Obesity Regulations 19
government has the ability to regulate speech that poses a threat to public health (Marshall,
2004).
Commercial Speech Doctrine
A common claim made by the advertising industry is that government regulations harm
impede the free flow of information to consumers. Experts say that although the speech doctrine
does guarantee protection to advertising, the Supreme Court states that misleading advertising is
not entitled to First Amendment protection. False commercial speech can legally be banned to
ensure that commercial speech serves a function (Harris & Graff, 2012). Advertising to children
should be considered beyond the scope of First Amendment protection because cognitive
research has demonstrated that children cannot effectively identify persuasive intent. Based on
incongruities between legal justifications and psychological research, government regulations do
not impose on constitutional rights (Graff, Kunkel & Mermin, 2012).
Special Interest of Youth
Because the Court has an independent interest in the well-being of its youth, regulations
that protect children from the onset of obesity are permitted. The Ginsberg v. New York (1968)
case involved a commercial vender selling obscene magazines to children. In its decision, the
Court found that the government has an independent interest in the well-being of children. The
First Amendment assumes that consumers have the full capacity for individual choice. Children
have demonstrated that they do not have the full capacity for decision making processes, and
therefore cannot be treated the same as adults. The government emphasizes the protection of
children and public health. Ultimately, the wellbeing of children will override First Amendment

Obesity Regulations 20
rights (Centers for Disease Control, 2012). The Board of Health has the legal authority and
responsibility to protect public health, and therefore regulations on advertisements that promote
products that contribute to childhood obesity are justified (Sifferlin, 2013).
Advocacy Groups for Reversing Childhood Obesity
Campaign for a Commercial-Free Childhood
Campaign for a Commercial-Free Childhood is a national organization that is comprised
of educators, parents, health care professionals and individuals who want to limit the influence of
commercials on children. In addition, the organization targets advertisers and submits petitions to
the Federal Trade Commission and the Federal Communications Commission asking for stronger
regulations on advertisements (Campaign for a Commercial-Free Childhood, 2013).
Lets Move! Campaign
Michelle Obamas campaign emphasizes the importance of advertising fruits, vegetables
and dairy products to children through the use of characters and promotes active lifestyles. In
addition, Obamas campaign is an advocate for media literacy programs in schools to help
reverse childhood obesity (Jalonick, 2013). Obamas campaign has paired with Cartoon
Networks Move It Movement Tour to give children ages 6 to 14 the opportunity to exercise
through interactive games and sport competitions. Cartoon Networks campaign is designed to
strategically use its brand assets to introduce strategies for reversing childhood obesity
(Newsroom America Feeds, 2012).
The Yale Rudd Center for Food Policy and Obesity

Obesity Regulations 21
The goal of the Yale Rudd Center for Food Policy and Obesity is to improve the worlds
diet and prevent obesity through creative connections between science and public policy. The
center conducts targeted research, encourages dialogue between the media, food and beverage
companies and government officials, and explores public policies that will reverse the obesity
epidemic (Yale Rudd Center for Food Policy and Obesity, 2013).
The National Policy and Legal Analysis Network to Prevent Childhood Obesity
The National Policy and Legal Analysis Network is part of the Robert Wood Johnson
Foundations national childhood obesity prevention initiative and seeks to create healthier
communities for children. The group funds local, state and federal efforts that seek to change
public policies (Nestle, 2012).
Sensible Food Policy Coalition
Media businesses, food manufacturers and fast-food chains have created the Sensible
Food Policy Coalition out of frustration with regulations. Members of the Sensible Food Policy
Coalition include Time Warner, Viacom, PepsiCo, Kellogg and General Mills. The group has
spent $6.6 million on lobbying efforts to develop voluntary guidelines on nutrition marketing on
food and beverages aimed at children (Green, 2011). The Sensible Food Policy Coalition says
that reversing childhood obesity is not a question of what is advertised, but rather healthier eating
habits (The Association for Convenience and Fuel Retailing, 2011).
Alternatives to Bans on Food and Beverage Advertisements
Media Literacy Programs

Obesity Regulations 22
It is difficult to shield children from advertisements that dominate a variety of media
channels. Children have a difficult time distinguishing between reality and fantasy when exposed
to advertisements found on the internet, in social media, on television, on the radio, on billboards
and in virtually every part of daily life (Valkenburg, 2004). Therefore, media literacy will
encourage children to be critical of the messages they are exposed to in the media (Klass, 2013).
Schools should be a focal point for obesity prevention. In addition to physical education and
nutritional standards in the cafeteria, schools should teach food and media literacy skills. The
Institute of Medicine has five goals to end obesity; media literacy is among the top three
(McKay, 2012). Media literacy will help reverse advertising related health problems because
children will learn how to analyze, evaluate and understand persuasive advertisements
(Strasburger & Wilson, 2002).

Benefits of a Combination of Regulations and Media Literacy

If stronger regulations are enacted, food and beverage makers would need to modify their
products in content and packaging, to be advertised on television. Product modifications will
likely lead to changes in eating behaviors among children and less consumption of unhealthy
products. For example, in 2009 Tropicana changed the packaging for their orange juice cartons.
Although the juice was still the same, the company experienced 20 percent fewer sales. If
companies were required to modify their products in order to be advertised, it is possible
childrens consumption behaviors would change (Laird-Magee, 2013). In addition, media
literacy programs will equip children with the appropriate critical thinking skills needed to resist
unhealthy food and beverage products that contribute to childhood obesity.

Obesity Regulations 23
Conclusion
Obesity is a serious medical condition that affects children. Childhood obesity is
troubling because the extra pounds often lead children on the path to health problems that were
once confined to adulthood, such as diabetes, high blood pressure and high cholesterol. As a
result of a consumer driven economy, children are immersed in a toxic eating environment.
Advertising companies spend large sums of money on marketing efforts to advertise unhealthy
food and beverage products to children. Children are not fully developed cognitively to
comprehend persuasive messages. The First Amendment does not protect deceptive or
misleading speech, and therefore is not an obstacle to banning food and beverage advertisements.
A combination between mandatory government regulations, such as the Childrens Food and
Beverage Initiative, and implementing media literacy in schools would result in reduced
childhood obesity rates.
References
Adamy, J. (2011, April 29). Tough new rules proposed on food advertising to kids. The Wall
Street Journal. Retrieved from http://tinyurl.com/5v3c5zx
The Association for Convenience and Fuel Retailing. (2011, July 12). Sensible Food Policy
Coalition battles government on obesity. NACS Daily. Retrieved from
http://tinyurl.com/

bpjo2jr

Blanchard, K. (2013, April 3) Interview by Sarah Mason. From notes

Bronstein, C. (2013, February 26). The real battlefront for childhood obesity. [Blog]. Retrieved
from http://tinyurl.com/cqp92v6

Obesity Regulations 24
Brownell, K. D., & Horgen, K. B. (2004). Food fight: The inside story of the food
industry,

Americas obesity crisis and what we can do about it. New York

City, NY:

McGraw-Hill.

Campaign for a Commercial-Free Childhood. (2013). Food marketing and childhood obesity.
Retrieved on March 17, 2013 from http://tinyurl.com/ccrh97r
Centers for Disease Control and Prevention. (2012). Nutrition advertising targeting
children.

Retrieved from http://tinyurl.com/by54369

Centers for Disease Control and Prevention. (2013). Childhood obesity facts. Retrieved
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