WASHINGTON, D.C. General Mills, Kellogg and Kraft Foods have combined forces with three advertising lobbying groups to form an alliance to fight efforts to limit the marketing of food to children.
The group has christened itself the Alliance for American Advertising.
Food companies are seeking to combat public perception that advertising entices young people to eat foods that cause obesity.
The lobbying groups involved in the effort are the American Advertising Federation, the American Association of Advertising Agencies and the Association of National Advertisers.
"The alliance is addressing the current public debate about food advertising," said AAF president and CEO Wally Snyder. "Advertisers should be able to market to kids."