Health-science and nutritional-policy activists are gunning for the food industry again, as a new report issuing from the National Academy of Sciences criticizes the marketing practices of food and beverage companies. In addition to making claims that the marketing of certain foods is harmful to kids, the report calls for a government crackdown on food-related advertising.

At issue is the view that marketers must refrain from advertising high-calorie, low-nutrient products and promote only foods deemed to be healthy fare. For years, certain health activists and academics have asserted that food marketers contribute to the nation's obesity problem. Such activists also charge that using popular cartoon characters like SpongeBob SquarePants and Shrek to sell junk food is unethical.

As might be expected, food-industry representatives oppose regulations on advertising certain foods to young children. In a recent flap between health groups and food marketers, Dan Jaffe, executive vice-president of the Association of National Advertisers, stated that the new push for a congressional crackdown is "a radical and unconstitutional proposal that would have an impact far beyond food advertising." Grocery Manufacturers' Assn. VP Richard Martin sounded off as well, saying that food and beverage companies "are strongly committed to responsible advertising and marketing, especially when it comes to children."

The issue of whether the government should restrict food advertising is far from settled. Senator Tom Harkin [D-Iowa] has joined the effort to regulate the food industry. Harkin claims that kid-friendly characters like Spongebob and Shrek being used to "manipulate vulnerable children to make unhealthy choices."