Food Marketing Guidelines for Children Delayed

Guidelines for marketing food to children expected in a report to Congress on July 15 have been delayed and officials have not given a clear indication of when they will be completed, according to the Wall Street Journal.

A working group consisting of officials from several federal agencies proposed the voluntary restrictions in December.  The voluntary restrictions involved limiting advertising of foods with significant amounts of sugar, sodium, and saturated fat and were expected to be released in the report and made available for public comment.

The reason for the delay is unknown, however, Elaine Kolish, vice president and director of the Children's Food and Beverage Advertising Initiative (CFBAI) said "she has told the working group that the proposed standards are too strict."  CFBAI is "a collection of restaurant and packaged food companies that have voluntarily agreed to adhere to certain standards for foods advertised to children under age 12."

The New York Times reports that some of the criticisms of the proposed requirements include:

• Cereals could have up to eight grams of sugar per serving.  Currently, Lucky Charms and Cocoa Pebbles contain 11 grams of sugar and Froot Loops contains 12 grams.
• The "level for saturated fats would be set so low it would exclude peanut butter."
• All foods advertised would "have to contain significant amounts of wholesome ingredients like whole grains, low-fat milk, fruits or vegetables."

The Federal Trade Commission would like the food and advertising industries to voluntarily accept the changes.  The preliminary proposal, however,  "would have to be substantially modified to gain industry support."

To read the Wall Street Journal story, click here.
To read the New York Times story, click here.

Posted: 07/26/2010