Media Ready to Back Childhood Obesity Plan

Food marketing is likely to get renewed attention in Washington over the coming weeks as government agencies try to figure out a battle plan against childhood obesity.

Ad agency lobbyists say they support the initiative, especially if it means more emphasis on exercise and physical education in schools, and not on restrictions on advertising as some kind of magic cure for the obesity problem. President Barack Obama last week signed an executive order mandating the creation of a childhood obesity task force. He also gave the task force 90 days to come up with an action plan, and urged "a generation" to solve the problem through a "coordinated federal response." The group will be chaired by Lawrence Summers, assistant to the president for economic policy.

While there was no mention of involvement by the Federal Communications Commission or the Federal Trade Commission, the task force will include the chiefs of whatever agencies Summers chooses. Also involved will be the secretaries of the Interior, Agriculture, Health and Human Services, and Education departments; the director of the Office of Management and Budget; and heads of other groups. The issue also has the attention of Michelle Obama, who has made it a priority through a "Let's Move" campaign.