BigFood -- The Gift That Keeps Giving, Alas

Assuming, of course, that you write a blog about ethics in business. Or the lack thereof.

I've written twice already about food rules (here and here) and about the ways major companies like Kellogg's, ConAgra, and McDonald's skirt the minimal rules that are out there in their marketing to children.

There had been some indication that the Food & Drug Administration was finally getting tough, but according to today's New York Times, the progress has stalled. William Neuman writes,

A report to Congress from several federal agencies — expected to include strict nutritional definitions for the sorts of foods that could be advertised to children — is overdue, and officials say it could be months before it is ready. Some advocates fear the delay could result in the measure being stripped of its toughest provisions.

While I'm fine with arguing about the specifics of the proposed new rules (the "level for saturated fats would be set so low it would exclude peanut butter," for example), I'm dismayed to see how this administration is caving to big business.

My favorite quote from the business side was from Dan Jaffee, executive vice president for government relations for the Association of National Advertisers:

The proposal was extraordinarily restrictive and would virtually end all food advertising as it’s currently carried out to kids under 18 years of age.

And that would be so terrible, Mr. Jaffee, why?

It's not the 10-year-olds, after all, who are out there in the supermarkets buying Froot Loops (12 grams of sugar per serving, compared to proposed limit of 8 grams). It's their parents. So why do I look for stronger government controls rather than tell the parents to do their job and practice saying, "NO!"

First of all, let's be realistic here. I'm not suggesting that Froot Loops be banned. Nor am I suggesting that all advertising be banned. But poor eating habits and childhood obesity are serious problems, and I think that we should be helping parents address these issues, not throwing up libertarian roadblocks all over the place.

Are American parents all spineless wusses? Hardly. But many of them are tired. They are picking their battles and caving because of the "Please, Mommy, Pleeeeeeeeeeeeeeeease" factor, and the "If-you-don't-I'll-have-a-temper-tantrum-right-here-in-the-store" factor (I pulled those stunts myself as a child.).

And why are the children pulling these stunts? Because marketers know exactly how to play on children's credulity (I still remember the disappointment of realizing that "Sea Monkeys" -- aka brine shrimp -- didn't look like the cartoon images on the back of my comic book) and tastes (the bolder and brighter the colors, the more alluring).

Moreover, even if the advertising were limited only to children's television programming, it might be easier for parents to control their children's exposure. But it isn't. It's everywhere. It's in movies (hello, product placement and tie-ins!); it's in magazines and billboards; it's on the television screens in doctors' waiting rooms, for crying out loud.

Advertising directly to children (defined as under 12) is limited in many EU countries, and forbidden in Norway and Sweden, and in the province of Quebec. That's not a reason why the US should do the same ... but it's not a reason to oppose restrictions or a ban either.

Let's give parents real help to raise a generation of healthy kids.