• Exercise leadership in working with their members to improve the availability and selection of healthful foods and beverages accessible at eye level and reach for children, youth, and their parents in grocery stores and other food retail environments.

  • Work to foster collaboration and support with public sector initiatives promoting healthful diets for children and youth.

The food, beverage, restaurant, and marketing industries should work with government, scientific, public health, and consumer groups to establish and enforce the highest standards for the marketing of foods, beverages, and meals to children and youth.


To implement this recommendation, the cooperative efforts should:

  • Work through the Children’s Advertising Review Unit (CARU) to revise, expand, apply, enforce, and evaluate explicit industry self-regulatory guidelines beyond traditional advertising to include evolving vehicles and venues for marketing communication (e.g., the Internet, advergames, branded product placement across multiple media).

  • Assure that licensed characters are used only for the promotion of foods and beverages that support healthful diets for children and youth.

  • Foster cooperation between CARU and the Federal Trade Commission in evaluating and enforcing the effectiveness of the expanded self-regulatory guidelines.

The media and entertainment industry should direct its extensive power to promote healthful foods and beverages for children and youth.


To implement this recommendation, media and the entertainment industry should:

  • Incorporate into multiple media platforms (e.g., print, broadcast, cable, Internet, and wireless-based programming) foods, beverages, and storylines that promote healthful diets.

  • Strengthen their capacity to serve as accurate interpreters and reporters to the public on findings, claims, and practices related to the diets of children and youth.

SOURCE: IOM (2006).

current private-sector efforts that support obesity prevention, including the efforts of food and beverage manufacturers; full serve restaurants and quick serve restaurants (QSR);1 food retailers; trade associations; the media; corpo-

1

A QSR is a category of restaurants characterized by foods, beverages, and meals that are supplied quickly after ordering, with minimal service, and may be consumed at the restaurant or served as takeout.



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