First lady, USDA propose rules to phase out marketing of sugary drinks and junk food in schools

Advertisements for unhealthy foods in American schools could soon be a thing of the past. First Lady Michelle Obama and the Department of Agriculture proposed guidelines Tuesday that "would phase out the advertising of sugary drinks and junk foods on vending machines and around campuses during the school day and set guidelines for other in-school promotions, from banners hung in hallways to sponsored scoreboards on school football fields," Maggie Fox reports for NBC News. The rules "would ensure that foods and beverages marketed to children in schools are consistent with the recently-released Smart Snacks in School standards," a White House press release said. (White House photo by Chuck Kennedy: Obama eating with school children)

The program is part of Mrs. Obama's "Let's Move" initiative to curb obesity, a problem that is especially high in rural areas, where children are 25 percent more likely to be overweight or obese. The first lady said in the release, “The idea here is simple—our classrooms should be healthy places where kids aren’t bombarded with ads for junk food. Because when parents are working hard to teach their kids healthy habits at home, their work shouldn’t be undone by unhealthy messages at school.”

The Federal Trade Commission found that the majority of marketing in schools is for candy, snack-food and beverage companies, and fast-food restaurants "through posters, scoreboards, products promoted on the fronts of vending machines, promoting pizza by giving students coupons for reading books, commercials on in-school television programs and branded educational materials and curricula," reports the Center for Science in the Public Interest.

In-school marketing—most of it for unhealthy foods—reaches 90 percent of high-school students and 70 percent of elementary students, but "Only 20 percent of school districts have food-marketing policies, and less than 10 percent of states do," the center says. "Although some companies have voluntarily agreed to limits on food marketing in schools through the Children's Food and Beverage Advertising Initiative, CFBAI's school-marketing guidelines exclude middle and high schools and don't apply to many forms of marketing in elementaries, including vending-machine exteriors, menu boards, display racks, branded-food reward programs, branded materials for staff, and fundraisers." (Read more)

“The food marketing and local wellness standards proposed today support better health for our kids and echo the good work already taking place at home and in schools across the country," Agriculture Secretary Tom Vilsack said in the release. "The new standards ensure that schools remain a safe place where kids can learn and where the school environment promotes healthy choices. USDA is committed to working closely with students, parents, school stakeholders and the food and beverage industries to implement the new guidelines and make the healthy choice, the easy choice for America’s young people." (Read more)