NARC Backs Industry Self-Regulation

WASHINGTON, D.C. Concerned that junk food faces increasing scrutiny by lawmakers, the National Advertising Review Council has prepared a paper outlining the role of industry self-regulation for food ads aimed at adults and children. Called "Guidance for Food Advertising Self-Regulation," the study includes all the major decisions NARC has made regarding food ads, and cites examples from more than 900 cases. NARC is the industry's self-regulatory arm for ads. Advertising lobby groups have grown increasingly concerned that Congress may seek to regulate junk food ads. In April, at the American Association of Advertising Agencies' management conference, Surgeon General Richard Carmona said obesity-related diseases are now second to tobacco-related illnesses and called on the agency community to help combat the trend. "Clearly, there is no single cause for the rising incidence of childhood obesity and no simple solution," the study says. "Many factors are involved including, but not limited to, the severe reduction in physical education programs in schools, the replacement of outdoor activities with sedentary activities and the over-consumption of food." The study said marketers have responded to the problem with product innovations and educational programs such as adding nutritional information to menus. Robert Liodice, president and CEO of the Association of National Advertisers, applauded the study. "The NARC paper demonstrates that our industry is hard at work, through self-regulation, at addressing major societal concerns such as obesity," Liodice said in a statement. "We reiterate our longstanding position that there is absolutely no need for new restriction on advertising to children." Meanwhile, the Federal Trade Commission on Thursday settled a claim with KFC after charging that the company made false claims in an ad campaign about the nutritional value and healthiness of its fried chicken. The FTC also said the Lousiville, Ky.-based client made false claims when it said its fried chicken was compatible with some weight-loss programs. As part of the settlement, KFC is prohibited from making such claims unless the company can substantiate them. "Today's action signals food advertisers that the FTC will not tolerate misleading advertisements to consumers who are trying to eat healthier and watch their weight," said FTC chairman Timothy J. Muris, in a statement. "More than ever before, today's consumers need truthful information about diet and health in food marketing. Consumers want healthier menu options, and many of the national fast food chains are responding. For consumers to obtain healthier choices, we must make sure that companies promote their products honestly."One KFC spot said two "original recipe" fried chicken breasts is better for consumers than eating a Burger King Whopper. In the ad, a woman places a bucket of the fried chicken in front of her husband and says, "Remember how we talked about eating better? Well, it starts today."The FTC said the chicken breasts may have "slightly" less fat than a Whooper, but have "more than three times the trans fat and cholesterol, more than twice the sodium, and more calories." KFC's ads are done by Foote Cone & Belding in Chicago.

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NARC Backs Industry Self-Regulation

Wendy Melillo

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Wendy Melillo