World's biggest food companies continuing to push U.S. regulators to weaken proposed guidelines that bar junk food advertisements aimed at children, younger teens

Nevin Barich

LOS ANGELES , November 8, 2011 (Industry Intelligence) – Some of the world’s biggest food companies are continuing to push U.S. regulators to weaken proposed guidelines that bar junk food advertisements aimed at children and younger teens, Reuters reported Nov. 7.

Last month, the Federal Trade Commission signaled that it would likely drop a plan for voluntary guidelines banning junk food ads to children 17 and under, instead lowering the age limit to 11 and under.

Final guidelines are expected by the end of the year.

The World Health Organization previously called for mandatory rules to limit children's exposure to junk food ads. Also, last September the American Academy of Pediatrics urged regulators for mandatory rules.

Food companies, however, have pushed to avoid any restrictions. According to lobby disclosures, 10 major corporations and trade organizations list the issue as something they are lobbying hard on.

Coca-Cola Co. has spent US$4.74 million to lobby so far this year. Kraft Food Inc. has spent $2.09 million and PepsiCo Inc. has spent $2.61 million.

The primary source of this article is Reuters, London, England, on Nov. 7, 2011.

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