The calls for restrictions on how much and how often food is advertised to children have not gone unheard. While some companies previously cut their kids' advertising, a new initiative shows that more are getting involved. Ten of the largest food and beverage manufacturers in the US, including McDonald's and Coca-Cola, vowed that at least half of their "advertising directed at children under the age of 12 would promote healthier foods or contain messages that encourage healthy lifestyles." The companies also agreed not to advertise at elementary schools and to promote only healthy or nutritious foods in most forms of marketing, including in interactive games, which were a primary concern to many who felt that they children would not realize it was advertising.
Critics are predictably critical. Instead of viewing this as a step forward in the battle against childhood obesity, which is how many parents and politicians see it, they simply state that this isn't good enough. The industry is planning to self-regulate and executives could not cite specific changes that would result from this decision. On the other hand, given that nothing like this has been done before, it is not surprising that it is hard to say what, precisely, will be the result. In any event, a decision to work towards promoting a healthy lifestyle is far better than the total ban on advertising that the critics want.
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