• by Wayne Friedman , Staff Writer, March 15, 2005

TV programmers should not be rejoicing that a federal agency decision will let kids be spoon-fed food advertising that will continue to make them fat. The Federal Trade Commission said it won't ban or limit junk-food advertising to children, but it wants the industry to set new guidelines to promote healthy eating.

In a Reuters story, Dan Jaffe, executive vice president for the Association of National Advertisers, said the advertising industry already has a self-regulatory system in place since 1974. This system works as well as putting Diet Coke in school cafeteria vending machines.

It's not nearly enough help. Overweight kids are not only a fact, but an obvious growing health problem that isn't going away. Junk food is the main problem. (Too little exercising is the other partner in crime.)

Food companies have heard these charges for over a year, and while the FTC didn't act to regulate, this should be a warning shot. They should exercise restraint. TV programmers shouldn't worry about any lost food advertising revenue, as they are getting plenty of advertising from video games and DVDs.

But if they don't, TV programmers should take appropriate action. Those who run unhealthy kids food advertising should be required to run fitness programming or commercials advocating healthy lifestyles where kids run, jump, swim, and actively play.

Kids TV networks already refuse certain religious, advocacy, and mainstream advertising - why not food? Because we are free society, you say, selling legal products?

But not when kids don't know any better. Advertise all the Oreo cookies you want during "Desperate Housewives" or NBA Basketball. Let the adults get legally fat, since they are already allowed to legally get drunk.

Kids TV networks already have restrictions: no beer commercials, erectile dysfunction, or Victoria's Secret commercials during "Yu-Gi-Oh!" They aren't appropriate, legal, or healthy for kids. I'd argue kids food products manifest in all these categories. Kids and teenagers shouldn't be allowed a Ring Ding until they are driving or drinking age. And then only with proper ID.