The food and beverage lobby is finally getting some attention on Capitol Hill as it tries to neuter the government's proposed voluntary guidelines for marketing food to children.
More than 30 Democratic members of Congress, organized by Rep. John Barrow, D-Ga., are set to send a letter to the heads of the Federal Trade Commission, the U.S. Department of Agriculture, and the U.S. Department of Health and Human Services, criticizing the analysis behind the guidelines and requesting a cost-benefit analysis of the proposal. The letter follows one that Rep. George Butterfield (D-NC) sent one last month; it's likely to be followed by another, as Sen. Mike Johanns (R-NE) is also working on a letter with a number of other senators. And there's language in a House appropriations bill that prohibits the FTC from using any of the funds from the bill to move forward on the guidelines, at least not until after a cost-benefit analysis that Congress wanted done on them in the first place is completed.
But getting members of Congress to pay attention has been anything but easy for the food, beverage, advertising, and media industries, which view the guidelines as draconian, costly, and most importantly, voluntary in name only. If these were actual regulations, imposed in the normal way business is done in Washington, they would know exactly what they have to do to fight them. But because these guidelines are voluntary, it's been like punching air.