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Doctor Group To FTC: Ban Cheese Ads To Kids

  • Brandweek, Friday, February 9, 2007 11:30 AM
The Physicians Committee for Responsible Medicine wants the Federal Trade Commission to ban cheese advertising during children's TV shows. The move, if actually made, could remove tens of million of dollars in dairy product advertising, from pizza to sharp cheddar from kids' airwaves.

Cheddar cheese gets about 73% of its calories from fat, the group claims, and so is not an acceptable food to be promoted to kids during an obesity epidemic. The announcement is apt to contribute to the tough climate food marketers currently face as the PCRM wants the FTC to copy the United Kingdom, which recently banned cheese and other fatty foods from British kids TV.

But food industry is trying to get out in front of regulators with voluntary guidelines. Late last year, Kellogg and Kraft in the U.S. joined a coalition of food companies that plan to devote 50% of their kids advertising to healthful products.

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