If you think that our government is leading the way in protecting our kids from poor quality foods, think again! This summer I took a ride down to DC with BSF president Mary Ann Petrilena to hear what the FTC and food industry had to say about their efforts to combat childhood obesity.

 

Children see over 20,000 commercials over the course of a year, most of it consists of four "food groups": fast food, sugar sweetened cereals, sweetened drinks and candy. Advertisers know how to get kids to whine and beg for foods, ask any parent.

 

What is the food industry doing to fight childhood obesity? Alot of smoke and mirrors! They've "reformulated" a few products to reduce calorie content and created some confusing language such as "better for you" and "healthier". Remember light cigarettes? They were "better for you" too! I'm not convinced that less calories can make a food healthier. I am convinced that more packaging and hype about calories can make a food companies profits healthier!

Some companies have even pledged to stop advertising on children's TV programming. Are these bold moves that will help steer kids towards healthy food? NOPE! These strategies will keep food companies from being regulated by the FTC and the FCC. What the news forgets to remind us is that the volunteer initiative from Kelloggs and other food companies came as a result of two Boston area parents who threatened to sue.

What can we do to protect our kids from food advertisers who want our kids to beg for more junk? Don't hold your breath waiting for any helpful legislation to happen anytime soon. The power to change all of this really does reside with the parents. Take matters into your own hands on the ground level: turn off the screens! Not just the TV, but computers and cell phones too. The food industry has already found that they can persuade your kids to buy and whine for more junk food via the Internet and text messages.

Talk with your kids about how advertisers manipulate our ideas thru media. Look between the lines on food packages that claim to be "smart" , "sensible" or "better for you" and teach your kids how to be wiser consumers. Turn off the tube and eat dinner as a family as often as you can.

 

Dr. Susan Rubin