REPORT PUTS FOCUS ON JUNK FOOD ADS

Lucia Moses

WASHINGTON -- A new report that takes food companies to task for marketing to kids isn't expected to have an immediate effect on national policy, but observers see no letup in public pressure and local efforts to address growing child-obesity levels.

The report, out last week from the Institute of Medicine, a National Academy of Sciences branch that advises the government on health issues, blamed food marketing for kids' poor food choices and called on the food industry to shift product introduction and advertising to healthier fare. The government should legislate to mandate this advertising change if the industry doesn't do so voluntarily, said the report.

The Grocery Manufacturers Association responded immediately to the report with a statement saying its members have already undertaken many of the report's recommendations. The report, which was requested by Congress, also called on the government to establish nutritional standards for food and beverages sold in schools and to report within two years on the nation's progress in promoting better diets.

"If there's going to be any change, it's going to be on the state level, mostly focused on schools," said Ellen J. Fried, a lawyer and researcher at the Rudd Center for Food Policy and Obesity at Yale University, referring to local and state proposals to limit school vending machine sales of soda and fatty snack foods and a threatened lawsuit against soda companies over sales of soft drinks in schools. "So I think there's going to be more of that."

Packaged-food makers, bowing to pressure over the increasing rate of obesity among youths, have been touting their support of kids' sports and physical-fitness activities. Some food companies, like Pepsi and Kraft Foods, have created their own labeling systems for so-called "better-for-you" products. Most dramatically, Kraft announced early this year that it would stop advertising certain products to kids under age 12. Center Store aisles now boast low-sugar breakfast cereals, sugar-free ice cream and baked chips.

The IOM report acknowledged such steps. Still, it urged companies to limit the use of licensed characters to promoting healthful foods and called for an industrywide rating system and labeling that consistently conveys nutritional quality.

"What the IOM pointed out is, it's wonderful, it's something to be applauded that various companies are looking at product lines," Fried said. "The problem is when companies have created their own guidelines. There's no standard among them."

Observers expect more such efforts from companies in the year ahead. Michele Simon, founder of the Center for Informed Food Choices, a public health watchdog group, labeled them as "[public relations] opportunities," however. She said the results of these efforts should be examined. "Simply labeling a product as healthy does not make it so."

Still, another observer questioned the wisdom of restricting advertising -- as the IOM recommended Congress do if the food industry doesn't adequately regulate itself -- noting that studies linking TV ads to bad eating are inconclusive and that obesity is caused by a myriad of factors, such as lack of physical activity and cheap food prices.

"Some of the best studies have difficulty teasing out that effect," said Jonathan Klick, a lawyer and economist who has studied health behaviors. "Whether [restricting advertising] is going to have that much of an effect is unlikely."

A combination of efforts is needed to change kids' behavior and attitudes, and it won't happen quickly, pointed out Laurie Klein, vice president of Just Kid Inc., a Stamford, Conn.-based market-research company that develops new product concepts and advises food companies on product lines. Consumer acceptance is still another factor, she said.

"The focus of every major food manufacturer in America right now is in creating great tasting, more nutritious food offerings for kids," she said. "There is a sincere interest on the part of food manufacturers in supplying these products, but consumers also have to be willing to give up some of their current product choices for these new offerings."