Can Focusing on Fitness Lighten Criticism of Ads?

Melillo, Wendy
June 2005
Adweek;6/13/2005, Vol. 46 Issue 24, p9
Trade Publication
The article focuses on the increase in advertisements promoting healthy lifestyles among kids. Advertisers are under pressure to combat childhood obesity from lawmakers who warn of possible advertising restrictions. Kraft Foods plans to insert five-second messages within its 30-second advertisements for products aimed at kids that encourage fitness and good nutrition. But advertisements promoting fitness aren't likely to satisfy the multitudes lining up to take a shot at the marketers of what they see as unhealthy products. A more serious threat comes from trial lawyers who are filing class-action lawsuits against companies under deceptive advertising statutes.


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