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Obama administration proposes new rules to limit marketing unhealthy food in schools

By Mary Clare Jalonick

Associated Press

Published: Tuesday, Feb. 25 2014 1:47 p.m. MST

This Feb. 27, 2013 file photo shows first lady Michelle Obama and Food Network chef Rachel Ray discussing lunches with students from the Eastside and Northside Elementary Schools in Clinton, Miss.

Rogelio V. Solis, Associated Press

Enlarge photo»

WASHINGTON — Even the scoreboards in high school gyms will have to advertise only healthy foods under new rules announced Tuesday by the Obama administration.

Promotion of sugary drinks and junk foods around campuses during the school day will be phased out under the rules, intended to ensure that such marketing is brought in line with health standards that already apply to school foods.

That means a scoreboard at a high school football or basketball game eventually wouldn't be allowed to advertise Coca-Cola, for example, but it could advertise Diet Coke or Dasani water, which is also owned by Coca-Cola Co. Same with the front of a vending machine. Cups, posters and menu boards which promote foods that don't meet the standards would also be phased out.

Ninety-three percent of such marketing in schools is related to beverages, and many soda companies already have started to transition their sales and advertising in schools from sugary sodas and sports drinks to their own healthier products. Still, companies are spending $149 million a year on marketing to kids in schools, according to USDA.

The proposed rules are part of first lady Michelle Obama's Let's Move initiative to combat child obesity, which is celebrating its fourth anniversary this week. Mrs. Obama and Agriculture Secretary Tom Vilsack announced the new rules at a White House event.

"The idea here is simple — our classrooms should be healthy places where kids aren't bombarded with ads for junk food," the first lady said. "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 rules also would allow more children access to free lunches and ensure that schools have wellness policies in place.

The proposed rules come on the heels of USDA regulations that are now requiring foods in the school lunch line to be healthier.

Rules set to go into effect next school year will make other foods around school healthier as well, including in vending machines and separate "a la carte" lines in the lunch room. Calorie, fat, sugar and sodium limits will have to be met on almost every food and beverage sold during the school day at 100,000 schools. Concessions sold at afterschool sports games would be exempt.

The healthier food rules have come under fire from conservatives who think the government shouldn't dictate what kids eat — and from some students who don't like the healthier foods.

At the White House event, Mrs. Obama defended herself against critics, saying that "I didn't create this issue."

"This new approach to eating and activity is not just a fad, and it's not just a movement," she said. "Nowhere is this more clear than in our schools."

Aware of the backlash, the USDA is allowing schools to make some of their own decisions on what constitutes marketing and asking for comments on some options. For example, the proposal asks for comments on initiatives like Pizza Hut's "Book It" program, which coordinates with schools to reward kids with pizza for reading.

Rules for other school fundraisers, like bake sales and marketing for those events, would be left up to schools or states.

Off-campus fundraisers, like an event at a local fast-food outlet that benefits a school, still would be permitted. But posters advertising the fast food may not be allowed in school hallways. An email to parents — with or without the advertising — would have to suffice. The idea is to market to the parents, not the kids.

The rule also makes allowances for major infrastructure costs — that scoreboard advertising Coca-Cola, for example, wouldn't have to be immediately torn down. But the school would have to get one with a healthier message the next time it was replaced.

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