This is because the majority of kids and teens are not getting the amounts recommended by the 2010 dietary guidelines for Americans.
The IDFA has reacted following the release of proposed voluntary guidelines that would establish limits on foods and beverages marketed to children ages two through to 17.
The guidelines, developed by officials of the Federal Trade Commission, the Food and Drug Administration, the centres for Disease Control and Prevention, and the US Department of Agriculture, are part of government efforts to combat rising obesity rates among children.
The Children’s Food and Beverage Advertising Initiative has introduced new uniform nutrition criteria for advertising food directly to children under 12 that will go into effect no later than December 2013.
The IDFA noted that milk and dairy products only make up a small amount of the total advertising expenditures targeted to children and the proposed definition of marketing was too broad. The IDFA acknowledged that if guidance is finalised, the criteria must be flexible to allow a wide variety of healthy and nutritious dairy products.
Source: IDFA
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