Eleven companies that are responsible for roughly two-thirds of all advertising directed at kids have announced plans to limit the number and types of advertising each runs on programming (television, radio, print and online) catering to children 12 and younger.
The companies made the pledge in advance of a Federal Trade Commission (FTC) hearing next week that was certain to put added pressure on brands and businesses seen as contributing to the obesity problem in America's youth.
According to The Associated Press, "The self-imposed rules include pledges by seven companies who will no longer use licensed characters, such as those made popular through movies or TV shows, to advertise online or in print media unless they're promoting their healthier products. Four other companies said they do not advertise at all to children under 12."
With the latest announcement, Cadbury Adams USA, Campbell Soup, Coca-Cola, General Mills, The Hershey Co., Masterfoods USA, McDonald's, PepsiCo, and Unilever join Kellogg's, Kraft Foods and Walt Disney Co. in making the commitment to help deal with the childhood obesity problem in America.
Margo Wootan, nutrition policy director at the Center for Science in the Public Interest, congratulated the companies on the announcement. "I think this is a very good step forward," she told The Associated Press. "It's not the end of the journey but it's a good way down the road."
Mary Sophos, senior vice president and chief government affairs officer at the Grocery Manufacturers Association (GMA), said in a press release, "This news represents another bold step forward by the industry in the battle against childhood obesity and the promotion of healthy lifestyles."
Discussion Questions: Where in your mind do food companies stand in terms of responsibility for dealing with the childhood obesity problem? How would you rate the progress that the food industry has made in promoting healthy lifestyles for kids?