Pushing Sugar: Changes to Ads Delayed

When I go grocery shopping with my son, I feel like I’m saying the word “no” over and over as we browse the aisles. Though he knows I prefer to keep healthy food in the house, he can’t seem to resist the draw of bright, kid-oriented packaging. Despite my resistance, I still somehow always spend more money when he comes along.

Since 2007, efforts have been made to market healthier options and several companies jumped on board. But the term “healthier” flies a bit fast and loose. For example, Kellogg’s included their Yogos yogurty-coated fruit snack in its list of healthier options. Nothing more than glorified candy, Yogos main ingredient is sugar.

A recent push to impose stricter guidelines on what defines “healthy,” is facing opposition. One of the proposed guidelines would limit foods marketed to children to eight grams of sugar or less. That guideline would eliminate kid-oriented advertising on cereals such as Lucky Charms or snacks such as the aforementioned Yogos. Not surprisingly, the industry is fighting back against the stricter guidelines.

As a parent, it’s frustrating to see the unhealthy treats and cereals splashed with kids’ favorite characters. I would love to see more advertising focus on healthier foods.