FTC applauds industry's children's advertising response.

The food industry was credited in July by the Federal Trade Commission for its voluntary steps to improve marketing to children as part of the battle against childhood obesity.

FTC Chairman Deborah Platt Majoras, during a July 18 FTC and Department of Health and Human Services (HHS) forum,

Noting that "childhood obesity is a significant health cost," Majoras said the private-sector action can bring change more quickly and effectively than government regulation. The Better Business Bureau said that the companies involved represent two-thirds of the total children's advertising market. Those companies are Kellogg, Kraft, McDonald's, PepsiCo, Candbury Schweppes, Campbell Soup, Coca-Cola, General Mills, Hershey, Masterfoods and Unilever. The SFA strongly supports this initiative and has endorsed the Alliance for a Healthier Generation's snack food guidelines for schools.

Even critics credited the industry for its positive action. Dr. Margo Wootan with the Center for Science in the Public Interest said that the number of major food companies setting some basic nutrition standards for the foods they advertise to children is a positive and historic development. She urged other companies to join the effort.

Sen. Tom Harkin (D-IA), chairman of the Senate Agriculture Committee and often an industry critic himself, said the companies "have taken a significant and responsible step forward and shown their commitment to addressing obesity in children." He also urged other companies to join in, and said, "With the health of our children at stake, our entire society must do its part and the time to act together is now."