**Remarks of Commissioner Deborah Taylor Tate at Vanderbilt Childhood
Obesity Forum**

**October 15, 2008 10:30 am**

Two years ago, I attended the release of the Institute of Medicine's
report on childhood obesity in Washington, D.C. which found that
one-third of America's children are obese or at risk of becoming obese.
I was stunned. One of the key recommendations in the IOM Report calls
for leadership at all levels---federal, state, and local.

If there was any other health condition or a disease recently discovered
that affected ten million American children, we would all be demanding
action---immediately\-\--especially if it was a disease that we already
have a cure for! The IOM Report also found this may be the first
generation of children who will not outlive their parents. For me, this
was truly a call to action.

It's a rare but truly exciting day when leaders from various agencies
and branches of government can agree 100% on any policy issue. Thus, I
was pleased to participate in the formation of the Joint Task Force on
Childhood Obesity, chaired by Mr. Gary Knell, CEO of Sesame Street,
along with Two U.S. Senators, Senator Brownback and Senator Harkin,
joined by my colleagues Chairman Martin and Commissioner Copps. The Task
Force- for the first time- brought together a cross-section of leaders
in the media, advertising, food and beverage, and child advocacy
industries to develop real-world solutions, including limiting the use
of licensed characters in ads for unhealthy foods, and in some cases
banning ads for unhealthy foods altogether. Along with the CBBB's
Children's Food and Beverage Advertising Initiative, we pushed to reduce
the number and type of ads for unhealthy foods that target our children.
And it worked! Fifteen of the nation's largest food and beverage
companies\-- representing more than two-thirds of children's food and
beverage television advertising\-- have pledged to limit or completely
ban advertisements for unhealthy foods targeting children. Many of these
companies are working to reduce the sugar content of their foods and to
develop more multi-grain, low-calorie products; Kellogg is even studying
molecular changes to soybeans.

Another piece of good news came in July, when the CBBB issued its first
report on the success of these pledges. The report found that "The first
six months of the program\'s operation have shown that the industry
participants are dedicated to honoring their pledge obligations and
helping to achieve the balance in child-directed food and beverage
advertising that is the program\'s goal."

In addition to the food companies, you will hear very shortly from a
number of media companies that have taken great steps in the fight
against childhood obesity. Companies like Sesame Street, Disney,
Discovery Kids, Nickelodeon, and The Cartoon Network, have agreed to ban
the use of their characters in ads for unhealthy foods. As a mom, I know
how hard it is to compete with Elmo or Cinderella. These companies are
true industry leaders, and I am grateful for their early adoption of
these initiatives. Since we are in Nashville, I want to be sure to
recognize the work of Ion Media and Veggie Tales, who have actually
pledged to totally ban all ads for unhealthy foods. Their commitment to
our children's health is truly revolutionary.

Civic and community groups are also getting involved. Just this week,
the Junior League's Kids in the Kitchen campaign was honored with the
prestigious Summit Award -- the American Society of Association
Executives' highest honor for associations that implement innovative
community-based programs. Likewise, each spring more than 1400 YMCA's
host Healthy Kids Day, where they reach millions of children with
positive messages about wholesome foods and active lifestyles.

Why are these initiatives so important?

Marketing to children is an \$11 billion industry. The FTC estimates
that the 44 major food and beverage marketers spent [\$1.6
billion]{.underline} to promote their products to children and
adolescents. For cereals alone, food companies spend about [\$237
million]{.underline}, of which the vast majority was targeted to
children under age 12. Marketers spend more money on TV ads than any
other medium. And our children spend 22-28 hours per week with TV --
more than they spend at school or with their parents. Thus, a reduction
in the number of televised ads for unhealthy foods is truly a great step
forward.

I want to conclude with a special thanks to Task Force Chairman, Gary
Knell, who truly did yeoman's work in bringing together the many diverse
voices and interests on the Task Force. Thank you for all that you and
Sesame Street have done for our children\-- and for children in 120
nations around the world. Thanks to Gary's effective leadership, we have
made great progress regarding the food marketed to our children, and the
messages they hear and see.

But these are just first steps. Some countries, like the UK, have
adopted regulations to ban all advertising to children. Congress has
held hearings in Washington. So while we have seen great progress in the
U.S., there is still more to be done. I encourage the industry to
continue down the self-regulatory path and to develop additional
voluntary commitments. Ten million of our children are depending on it.
Thank you.