Obese Kids: Time for Media to Act

[Commentary] The current childhood obesity epidemic is a stark but preventable phenomenon. One in three children is overweight in America today. This puts our country on a predictable trajectory leading to millions of overweight adults unless urgent steps are taken. Based on the Federal Trade Commission's recent announcement that $1.6 billion was spent by food and beverage companies in 2006 to market products to children and teenagers, the issue of advertising to children isn't going away. Nor is the use or influence of licensed characters by media companies in the cross-promotion of food and beverage products. As the head of a nonprofit media company with science-based nutritional guidelines for any food product our brand is associated with, I continue to urge our industry counterparts to play a stronger role in establishing and supporting advertisements that will positively influence children's healthy habits for life. This isn't a bottom-line question, but rather how we can help participate in the process to improve children's health and the viability of the next generation. All of the blame cannot be placed on the food and beverage industry; media companies also shoulder some of the responsibility, and it is simply good business for us to do our part. Now all relevant parties should consider how far they are willing to go in becoming part of the solution. The stakes are simply too high should self-regulation fail. (Knell is president and CEO of Sesame Workshop.)