IOM maps plan to reform junk-food advertising
IOM maps plan to reform junk-food advertising
WASHINGTON -- A new study by the Institute of Medicine is calling for sweeping new changes to counteract the insidious marketing of junk food that is influencing the nation's children to eat high-calorie, less-nutrition foods.
This is an "all-hands-on-deck" issue, IOM Committee Chair J. Michael McGinnis said Dec. 6. "Parents have a central role in the turnaround required, but so do the food, beverage and restaurant industries."
Food manufacturers and restaurants should direct more resources toward advertising healthier foods for kids and enforcing tougher marketing standards, said the study, "Food Marketing to Children & Youth: Threat or Opportunity?" According to the institute, licensed characters popular with children should only be used to sell healthful diets. The industry should work with health officials to develop an industry-wide rating system and labeling that convey the nutritional quality of foods in a consistent fashion. The government and schools should apply nutritional standards for all foods and drinks sold in schools that compete with federally reimbursed meals, including products sold in stores and vending machines. "This landmark study comes as no surprise to me, and it will come at no surprise to the junk-food industry," said Sen. Tom Harkin (D-IA), who requested the study. "The industry doesn't spend $11 billion a year marketing junk food to kids in order to waste money."
Sen. Harkin added, "The industry must make the improvements that the Institute of Medicine has recommended. Now it is time to act."
Two groups have joined forces in recent months to battle unhealthy advertising to kids.
Elizabeth Pivonka, president and chief executive officer of the Produce for Better Health Foundation, called on the government and industry to swiftly implement the recommendations in the report. "Most importantly, [the report] recognizes that only a coordinated effort between the public and private sectors can create and sustain an environment where our children grow up with healthy eating habits," she said. "PBH has a great deal of experience in working with produce growers and shippers, food manufacturers, commercial and non-commercial foodservice, food retailers and entertainment icons like Peanuts, Shrek and the Sesame Street characters in promoting and marketing healthful food choices to children."
Margo Wootan of the consumer group the Center for Science in the Public Interest said that lawmakers should use the new report as a roadmap to improve kids' diets and address childhood obesity.
"Getting junk food out of schools, promoting fruits and vegetables, putting nutrition info on chain restaurant menus, and scrutinizing food ads on children's television programming are four things Congress could consider right now to advance the IOM's recommendations," she said.
"The report sends a clear signal to food company executives and advertisers that the industry needs to completely rethink the way they do business," she added.
This is an "all-hands-on-deck" issue, IOM Committee Chair J. Michael McGinnis said Dec. 6. "Parents have a central role in the turnaround required, but so do the food, beverage and restaurant industries."
Food manufacturers and restaurants should direct more resources toward advertising healthier foods for kids and enforcing tougher marketing standards, said the study, "Food Marketing to Children & Youth: Threat or Opportunity?" According to the institute, licensed characters popular with children should only be used to sell healthful diets. The industry should work with health officials to develop an industry-wide rating system and labeling that convey the nutritional quality of foods in a consistent fashion. The government and schools should apply nutritional standards for all foods and drinks sold in schools that compete with federally reimbursed meals, including products sold in stores and vending machines. "This landmark study comes as no surprise to me, and it will come at no surprise to the junk-food industry," said Sen. Tom Harkin (D-IA), who requested the study. "The industry doesn't spend $11 billion a year marketing junk food to kids in order to waste money."
Sen. Harkin added, "The industry must make the improvements that the Institute of Medicine has recommended. Now it is time to act."
Two groups have joined forces in recent months to battle unhealthy advertising to kids.
Elizabeth Pivonka, president and chief executive officer of the Produce for Better Health Foundation, called on the government and industry to swiftly implement the recommendations in the report. "Most importantly, [the report] recognizes that only a coordinated effort between the public and private sectors can create and sustain an environment where our children grow up with healthy eating habits," she said. "PBH has a great deal of experience in working with produce growers and shippers, food manufacturers, commercial and non-commercial foodservice, food retailers and entertainment icons like Peanuts, Shrek and the Sesame Street characters in promoting and marketing healthful food choices to children."
Margo Wootan of the consumer group the Center for Science in the Public Interest said that lawmakers should use the new report as a roadmap to improve kids' diets and address childhood obesity.
"Getting junk food out of schools, promoting fruits and vegetables, putting nutrition info on chain restaurant menus, and scrutinizing food ads on children's television programming are four things Congress could consider right now to advance the IOM's recommendations," she said.
"The report sends a clear signal to food company executives and advertisers that the industry needs to completely rethink the way they do business," she added.
