• Industry should support the review of the existing self-regulatory guidelines for advertising directed to children. It should also expand the guidelines to advertising vehicles beyond those used in traditional advertising to include evolving vehicles and venues for marketing communication and apply and enforce the guidelines for the traditional and expanded vehicles. Companies should consider developing their own advertising and marketing guidelines for children that are consistent with the industry-wide guidelines.

Recommendation 2: Policy makers, program planners, program implementers, and other interested stakeholders—within and across relevant sectors—should evaluate all childhood obesity prevention efforts, strengthen the evaluation capacity, and develop quality interventions take into account diverse perspectives, that use culturally relevant approaches, and that meet the needs of diverse populations and contexts.

Implementation Actions for Industry

Industry should partner with government, academic institutions, and other interested stakeholders to undertake evaluations to assess its progress in preventing childhood obesity and promoting healthy lifestyles.

To accomplish this,

  • Industry should evaluate its progress in developing and promoting affordable foods, beverages, and meals that support a healthful diet; physical activity products and opportunities; storylines and programming that promote healthy lifestyles; and advertising and marketing practices directed to children and youth.

  • Industry should provide resources and expertise to local businesses and community-based organizations to implement and evaluate initiatives that provide opportunities for consumers to engage in healthful eating and regular physical activity, especially for children and youth in racially and ethnically diverse groups and high-risk populations.

Recommendation 3: Government, industry, communities, and schools should expand or develop relevant surveillance and monitoring systems and, as applicable, should engage in research to examine the impact of childhood obesity prevention policies, interventions, and actions on relevant outcomes, paying particular attention to the unique needs of diverse groups and high-risk populations. Additionally, parents and

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