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Getting Serious on Child Obesity
Quit pitching
the sugar and fat
by
J im H ightower
OK,
c h ild re n ,
homework time.
Let's see if we can
handle this little les
son in logic. One,
America has a rather huge child
obesity problem. Two, major food
corporations constantly pitch ads
to children for such stuff as sugar-
saturated breakfast cereals and fat-
laden "Happy Meals."
So, how does fact No. 2 relate to
fact No. 1 ? Yes, No. 2 is a cause of-
No. 1. Its really not that hard to
grasp, is it?
•
Not unless you're a lobbyist for
a food manufacturer. Last year,
Congress directed four federal agen
cies to work together on new stan
dards for commercials that food gi
ants run on cartoon shows and
other TV programs for children.
This intervention was nec
essary, because the industry's
own voluntary program to push
healthy choices for kids was, at
best, loosey-goosey. For ex-
am p le, such su g ar bom bs as
Kellogg's Fruit Loops and Frosted
Flakes were nutritionally A-OK by
industry standards--as was a candy
named Yogos, the main ingredient
o f which is sugar.
So, the agencies came up with
nutritional requirements that were
at least strict enough to prevent the
marketing o f candy as a healthy
food. Ah,progress! But—oh,mercy-
Il!‘TIortlanb (Dhscrucr
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W eb E ditor : Jake Thomas
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-the howl o f pain from industry lob
The final proposal has now been
byists was piercing. One shrieked delayed, and regulators have re
that the new proposal "would virtu treated to "tweak" it. Note that the
ally end all food advertising as it's main ingredient in the word tweak is
currently carried out to kids."
"weak." To help fight for strong
Uh...no sir, not all food advertis- nutritional standards that advance
such sugar bombs as Kellogg's Fruit
Loops and Frosted Flakes were
nutritionally A-OK by industry’ standards—
as was a candy named Yogos, the main
ingredient o f which is sugar.
ing, just ads for stuff like...well, our children's health, contact, the
Yogos.
Center for Science in the Public In
However, the screams o f the food terest by visiting cspinet.org.
giants—echoed by their congres
Jim Hightower is a radio com
sional p u p p e ts—seem to have m e n ta to r, w riter, a n d p u b lic
spooked the agencies.
speaker.
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