Limits on food ads for kids urged

Associated Press

WASHINGTON

The government is pressuring food companies to cut back on marketing unhealthful foods to children, releasing guidelines Thursday that could phase out advertisements on television, in stores and on the Internet if companies agree to go along with them.

Under the voluntary guidelines, companies would be urged to market foods to children age 2 through 17 only if they are low in fats, sugars and sodium and contain specified healthful ingredients. The proposal sets parameters that are stricter than many companies have set for themselves.

If companies agree, children could see much less of the colorful cartoon characters used to advertise cereals or other gimmicks designed to draw their attention. If the food manufacturers wanted to continue that advertising, they would have to reduce unhealthful ingredients in their products.

It is unclear whether government pressure will be effective enough to get many companies to sign on. Some of the country’s largest food companies, including McDonald’s, General Mills Inc., Kellogg Co., Kraft Foods Global and PepsiCo Inc., already have joined an initiative sponsored by the Better Business Bureau to limit their marketing to children. The standards are similar but not as strict as the government proposal.