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Media Helps Combat Child Obesity

B&C, Monday, February 15, 2010 11:44 PM

Food marketing is likely to get renewed attention in Washington over the coming weeks as government agencies try to figure out a battle plan against childhood obesity. Ad agency lobbyists say they support the initiative, especially if it focuses on exercise and phys ed in schools, and not on restrictions on advertising.

President Obama last week signed an executive order mandating the creation of a childhood obesity task force to relieve strain on the health care system. He also gave the task force 90 days to come up with an action plan. The issue also has the attention of Michelle Obama, who has made it a priority through a "Let's Move" campaign. food marketers came up with the Food and Beverage Advertising Initiative in November 2006 and the FTC is vetting the result.

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advertising, food, regulation

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