The Obama administration is after your Lucky Charms, or at least your children’s. The public comment period closed on July 14 for a set of “voluntary” guidelines for the marketing of food to children. If adopted, these rules will transform the advertising of breakfast cereals.
Put forward by an interagency working group, the guidelines will establish nutritional standards that most cereals flunk—and not just those of the “Chocolate Frosted Sugar Bombs” variety. Corn Flakes will not be advertisable to children, along with Raisin Bran, Special K, Rice Krispies, and Wheaties. Plain Cheerios squeak by the proposed 2016 rules but fall foul of the “ultimate goal” for sodium effective in 2021.
While cereals are the most obvious targets of the guidelines, all foods marketed to children will have to meet the proposed nutritional standards. Many don’t. Peanut butter (both smooth and crunchy) has too much saturated fat. Jelly has too much sugar. Forget about apple-cinnamon instant oatmeal and Mott’s apple sauce.
These foods may still appear in grocery stores, but not in brightly colored packages adorned with cartoon characters. Toucan Sam, Cap’n Crunch, and Tony the Tiger will have to retire.