• by Karl Greenberg , October 7, 2009

An attorney with the Federal Trade Commission's division of advertising practices said that while companies that market food to kids have gone the extra mile to self-regulate, the crisis of childhood obesity continues apace -- with one-third of American kids now clinically obese. The FTC will do more, she said, adding that companies advertising to kids should as well.

Speaking at the Children's Advertising Review Unit (CARU) Conference in New York on Wednesday, attorney Michelle Rusk reiterated that her boss, David Vladeck, will be focusing on kids and food. "The FTC will push companies more," she said. "We think industry has means, responsibility and technical know-how to make a difference."

The commission is preparing to release its second report to Congress on marketing food to kids. The first study, done last year, was a comprehensive look at media spend by 44 of the largest food and beverage marketers.

In that first study, of the $1.6 billion the companies spent on marketing food to kids, TV was the biggest media buy, with marketers taking what Rusk called a "saturation approach" to campaigns. "In 2006, there were more than 80 movies, TV programs and video games cross-promoted with foods," said Rusk.

Elaine Kolish, VP and director of the industry group Children's Food and Beverage Advertising Initiative, said marketers have already come a long way in changing advertising directed to kids under 12. She said the initiative's 16 member companies have exceeded its recommendations, such as reserving at least 50% of advertising to kids for good-for-you foods.

"The goal is to shift the mix to have more balance. We want to say at least half of ads will be for nutritional foods with fewer calories, and we also want to make sure interactive games will include healthy options and lifestyle messages, and that member companies won't seek out or place products in editorial content."

She says companies have agreed not to advertise food or beverages in elementary schools at all. "Four companies have pledged not to advertise to kids at all: Hershey, Mars, Cadbury and Coca-Cola company; the other 12 companies said that 100% of the ads they direct to kids will be for better-for-you foods," she said. "All are now implementing their pledge."

She cited Burger King and McDonald's kid's meals, which have switched out fries for "apple fries" which are slices of fresh apples, and soda for low-fat milk.

She noted Kraft's and General Mills' lifestyle efforts promoting exercise to kids who go online to play their interactive games, which she says feature only branded, or non-branded good-for-you foods.

"Self-regulation is a flexible tool," she said. "It is not just about dispute resolution, and it can be about what's advertised -- not just how."