Media Expert Calls for Federal Legislation to Fight Childhood Obesity
By Hugh C. McBride
An expert on the impact of media and marketing on the psychology of children has written a commentary calling on the U.S. Congress to pass stronger laws to aid in the fight against childhood obesity.
Susan Linn, a psychology instructor at Harvard Medical School and the author of "Consuming Kids: The hostile takeover of childhood," compared the food industry with tobacco corporations in an opinion piece that appeared in the July 13, 2008 edition of The Charleston (W.V.) Gazette.
Claiming that voluntary pledges to reduce the marketing of junk food to children have been widely ignored and rarely effective, Linn called on the federal government to intervene in an effort to bring down what she termed "shockingly high" rates of overweight and obesity among American youth.
Despite evidence of its culpability, the food industry - echoing Big Tobacco - initially stonewalled concerns that its unregulated marketing practices negatively affect public health. ...
The best way to protect children from junk-food marketing is to have clear, uniform, legally enforceable rules established by an outside regulatory agency whose vested interest is in the well-being of children, rather than their bottom line.
When it comes to food marketing to children, it's clearer than ever that self-regulation has failed. The federal government, not the food industry, should be the guardian of public health.
Citing child-focused movie tie-ins and partnerships with schools - including a thwarted attempt by McDonalds to have a Florida school send report cards home in envelopes bearing advertisements for Happy Meals - Linn wrote that the food industry has proven itself incapable of controlling itself when it comes to marketing directed at its youngest consumers.
The result of this lack of internal oversight? "Childhood obesity rates skyrocketed under more than 30 years of food industry self-regulation," she wrote.
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