Can Focusing On Fitness Lighten Criticism Of Ads?

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.