The Big Gulp

It’s been a tough few weeks for some of our sweetest food manufacturers. Disney announced strict nutritional standards for foods advertised on its TV channels, radio stations and websites as well as at its theme parks, and New York City proposed a ban on all sugar-sweetened beverages larger than 16 oz. at most retailers, including restaurants and sports arenas. Otherwise liberal critics like Jon Stewart blasted the latter in particular as a confusing government overreach.

Both efforts are aimed at addressing the still growing obesity problem in the U.S.: 35% of adults and 17% of children under 19 are obese, and the calorie-rich fare we see on television and wherever we eat is driving the trend. But how effective are such tough-love health policies?

When it comes to advertising, Disney may be on the right track toward improving kids’ eating habits. A recent study found that for every hour children spend in front of the TV, they are 18% more likely to eat candy and 16% more likely to eat fast food, mainly because of ads that promote them. Removing such marketing could steer children away from unhealthy eating habits and toward healthier ones that include more fruits and vegetables.

The evidence from some of New York City Mayor Michael Bloomberg’s previous health measures is more mixed. New York City was the first to require restaurant chains to post calorie counts for their offerings, and while some studies showed that people given the information consumed about 60 fewer calories, other studies, particularly those conducted in lower-income areas, showed either no change or even higher-calorie purchases in the presence of the tallies. Still, Bloomberg is hoping that the inconvenience of refilling a soda or navigating movie-theater aisles while juggling multiple bottles will deter people from drinking as much.

Coca-Cola and other beverage titans bristled at being singled out, saying obesity is caused by many factors, not just soda, which is true. But given how many of Bloomberg’s health initiatives have caught on nationwide (see sidebar), they should brace themselves for a possible drop in demand.