• Ad Age, Thursday, March 22, 2007 11:30 AM

With marketers and media companies failing, in their view, to act on the issue of childhood obesity, a Republican senator and three FCC commissioners have demanded more progress. At the first meeting of a government/private-industry task force on the topic, Sen. Sam Brownback, R-Kan., also a right-wing fringe presidential candidate, says he wants a new proposal by July.

"Nineteen percent of kids are overweight. That's just unacceptable," he says. "We must take responsible action to protect the nation's children." Meanwhile, FCC Chairman Kevin Martin claims the problem is now "a national crisis." Neither of the two came up with solutions, although FCC Commissioner Deborah Taylor Tate says she wants marketers to change their TV ads.

Tate suggests they devote more time to healthier foods and balance "input" and "output" messages, so kids see more health-oriented messages. But, "the last thing we need is another report," says Michael Copps, a member of the FCC. "We need a plan of action."

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