• by Erik Sass , December 7, 2005

The American Advertising Federation (AAF) issued an angry rebuttal to a report from the Institute of Medicine (IOM) documenting the state of child nutrition in America, titled "Food Markets and the Dieting of Children and Youth," claiming that the IOM report unfairly glossed over efforts by the food industry to promote "healthier products and active lifestyles for children."

"There seems to be little recognition in the IOM report of what the industry has been accomplishing," wrote Wally Snyder, AAF President and CEO, in his aggressive response. "Responding to public concern, food manufacturers are now promoting healthier products and active lifestyles for children. Over the past three years, food manufacturers have introduced 4,500 new or reformulated products with improved nutrition."

By contrast, the IOM report seems to exist in a different world, asserting that food manufacturers and advertisers target children with junk food while encouraging relatively sedentary activities such as video-gaming and TV watching. The IOM contends this is a major contributing factor in the epidemic of childhood obesity sweeping the United States. Given that poor nutrition and physical idleness are the two leading causes of obesity, the IOM's report is a damning indictment of the commercial aspect of the problem.

Indeed, the AAF seems prepared to concede that advertising can play a role in reducing childhood obesity--although without admitting that advertising is in any way to blame. Rather, the AAF prefers to point to more positive push-pull advertising touting the benefits of eating right and exercising. Snyder opined: "I think it is vitally important that the AAF and the advertising industry call for the return of physical education to our children's lives... We call on school boards across the country to provide before- and after-school PE programs for all students and for government and industry to provide funding support."

According to an AAF press release, ad agencies will promote physical activity in concert with local community groups: "The AAF is meeting with numerous physical education groups to best determine how to promote physical education." How these public service-style announcements will fare--without a commercial incentive backing them--remains to be seen.