The Change Mariner

Tax on Junk Food to Counter Youth Obesity?

Star Telegram

... But as Brownell travels the country he's beginning to sense a shift in attitudes: "When I first started talking about this stuff, people went crazy," he says. "The biggest change is the issue of taxing food -- not that people are crazy about it, but they've gone from antagonistic to debating about it."

People are more open to his ideas, Brownell believes, because of the overwhelming evidence about the consequences of obesity, especially on children: "People have begun to see how children have been victimized. We've created this environment that is destined to make our children sick." A 2000 federal survey concluded that 15 percent of children ages 6 to 11 are overweight, more than double the rate in 1980.

The book chronicles the relentless pursuit of kids by food companies, starting at birth (baby bottles emblazoned with soft-drink logos) and continuing through early years (television commercials), and the school years (fast-food school lunches). It also details efforts by food companies to have products shown in films and TV shows, and to place soft-drink vending machines in schools in exchange for payments to the schools.

Parents are becoming savvier about the influence of marketing on children's attitudes.

"They're becoming more aware of the process these companies use to sell food," Brownell said.

He outlines a typical scenario in which a McDonald's Happy Meal contains a toy version of a movie character, the movie has product placements, and the character eventually becomes a sugary breakfast cereal. "Once they see the sequence, parents are saying, 'This is not what I want from that company.' "

Brownell advocates a ban on advertisements of "unhealthy" products in ads targeting children. And his proposal for a junk-food tax would provide revenue for schools to offset payments from soft drink companies.

Some of Brownell's biggest skeptics are now standing with him on the front lines.

"When Kelly came out with the whole idea of food taxes I was absolutely against it," says Judith S. Stern, vice president of the American Obesity Association. "I felt he was singling out one part of the economy that was contributing to obesity. But as I see the epidemic getting worse and worse, and I see the irresponsibility of food companies, I'm thinking, 'Gee, Kelly, we need more of you.' "

Posted by Norm M. Wada at October 31, 2003 12:16 AM | TrackBack
Related Categories: Theme - 'Obesity Epidemic'