CCFC and CAI Criticize USDA Proposal on Food Marketing in Schools

The Campaign for a Commercial-Free Childhood (CCFC) and Corporate Accountability International (CAI) published an April 25, 2014, letter to U.S.Department of Agriculture (USDA) School Programs Branch Chief Julie Brewer, criticizing a proposed rule that would require schools “to implement policies for the marketing of foods and beverages on the school campus during the school day consistent with nutrition standards for Smart Snacks.” According to the letter, the proposal not only gives a “green light” to food marketing in schools, but “opens the floodgates for many other types of marketing in schools.”

Claiming that “the commercialization of childhood is linked to a host of problems facing children today that extend well beyond the consumption of unhealthy foods,” CCFC and CAI have asked USDA to acknowledge that “commercial-free school environments are preferable to those that allow marketing.” The letter also takes issue with the agency’s “Smart Snacks” program, alleging that the nutrition standards “do not go far enough to protect children’s health.”

“For leading corporate brands…, the main goal of being in school is less about the foods being sold and more about inculcating brand loyalty in a captive audience of children,” opine CCFC and CAI. “Therefore it’s important for USDA not to encourage more marketing by saying it’s OK to advertise the still highly processed foods and beverages.” See CCFC Press Release, April 25, 2014.

Issue 522