On 9 May, Senator Tom Harkin (D-Iowa) reintroduced the 'Healthy Lifestyles and Prevention (HeLP) America Act' into the US Senate. It is the third time that a version of this Act has been introduced in the Senate but it has never become law.

 

The 2007 version of the HeLP America Act is composed of seven Titles with the proclaimed objective of “transforming our health care system and reducing health care costs by giving Americans access to better preventive care and consumer information to encourage healthier lifestyles. The HeLP America Act of 2007 provides all sectors - child care centers, schools, workplaces, health care providers and communities - with the incentives and tools they need to reach the goal of making America a healthier place.”

The following Titles are relevant to marketing to children:

 

“Title I would create a Federal Taskforce on Childhood Obesity. This taskforce would establish coordinated leadership in the Federal effort to prevent and reduce childhood obesity and promote good health and nutrition among American children. This title also instructs the Secretary of Health and Human Services to designate a responsible agency to monitor and regularly report on the progress of the various entities and activities related to the recommendations of the IOM report - Food Marketing to Children and Youth.”

 

Title II states that “one goal of the HeLP America Act is to improve the overall wellness of our children by promoting sound nutrition, increasing physical activity, helping diagnosis and prevent mental illness, and providing alternatives to the junk foods that are sold in vending machines and on a la carte menus in schools. Title II will help kids develop good habits by putting fresh fruits and vegetables in school, and taking junk food out. It also takes on the tidal wave of ads in schools and on TV pushing junk foods on our kids.”

 

Title IV states that “having accurate information about the nutritional value of the food people eat is the first step toward improving overall nutrition. In an effort to increase consumer information and promote a more responsible marketing environment, the HeLP America Act would implement mandatory menu labeling at chain restaurants, and restore the FTC's rulemaking authority to issue restrictions on unfair advertising to children.”

 

Title VII “promotes expanded research into obesity, specifically on obesity prevention and treatment. It would also fund an Institute of Medicine (IOM) study that will examine and make recommendations regarding various means that could be employed to incorporate physical activity into Head Start and childcare settings, elementary, middle and high school settings, and before and after school programs. Finally it requests GAO to review the FDA classification of sodium as a Generally Recognized as Safe (GRAS) ingredient and asks the IOM to make recommendations on various means that could be employed to reduce dietary sodium intake to recommended levels and food reformulation approaches.”

 

Source: Advertising Education Forum

 

WFA will continue to monitor the introduction of this Act via its member in the US, the ANA. All relevant developments will be communicated to members. For more information please contact w.gilroy@wfanet.org