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Kraft Foods plans to insert five-second messages within its 30- second spots for products aimed at kids that encourage fitness and good nutrition. Ronald McDonald gets active and nudges kids to do the same in the latest ad from Publicis Groupe's Leo Burnett. And the Ad Council gears up to launch a new campaign this summer to promote healthy lifestyles among kids. All of this is no accident. Advertisers are increasing under pressure to combat childhood obesity from lawmakers who warn of possible ad restrictions, trial lawyers who threaten deceptive advertising lawsuits, and consumers who say they want healthier choices for their children. … Three such bills--either restricting or studying the effect of ads aimed at those under 18--have been introduced in Congress. In July, the FTC will hold a workshop on marketing to kids and industry self-regulation. The FTC's key question: What are the roles of the government and the industry when it comes to marketing to kids? … A more serious threat comes from trial lawyers who are filing class-action lawsuits against companies under deceptive advertising statutes. "Advertising foods as low in fat if there are the same number of calories from carbohydrates is deceptive," said Richard Daynard, a law professor at Northeastern University's School of Law in Boston. Daynard, who also directs the law and obesity project there, will meet with lawyers this fall to determine which companies should be sued.
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