Tuesday, June 21, 2011

Regulating Kiddie Chow

Making up "benefit" numbers isn't restricted to EPA-o-crats. FDA/FTC/CDC got together and decided that kiddie foods will be re-done. They say it will eliminate the 'scourge of childhood obesity.'

But they don't know that.

Meantime, it will be expensive.

Either retool the recipes to contain certain levels of sugar, sodium and fats, or no more advertising and marketing to tots and teenagers, say several federal regulatory agencies.

The same goes for restaurants.

It’s not just the usual suspected foods that are being targeted, such a thin mint cookies sold by scouts or M&Ms and Snickers, which sponsor cars in the Sprint Cup, but pretty much everything on a restaurant menu.

Although the intent of the guidelines is to combat childhood obesity, foods that are low in calories, fat, and some considered healthy foods, are also targets, including hot breakfast cereals such as oatmeal, pretzels, popcorn, nuts, yogurt, wheat bread, bagels, diet drinks, fruit juice, tea, bottled water, milk and sherbet.

Oatmeal and yogurt? Bagels? Girl Scout Thin Mints? Oy vey!!

“The most disturbing aspect of this interagency working group is, after it imposes multibillions of dollars in restrictions on the food industry, there is no evidence of any impact on the scourge of childhood obesity,” said Dan Jaffe, executive vice president of the Association of National Advertisers.

"Non-compliant" foods may not be advertised nor promoted.

...no more ads or promotions on TV, radio, in print, on websites, as well as other digital advertising such as e-mail and text messaging, packaging, and point-of-purchase displays and other in-store marketing tools; product placement in movies, videos, video games, contests, sweepstakes, character licensing and toy branding; sponsorship of events including sport teams and individual athletes; and, philanthropic activity tied to branding opportunities.

And none of this is 'voluntary.' The Reich will make certain that compliance happens.

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