IDFA last week sent a letter to Kathleen Sebelius, secretary of Health and Human Services, to express concern regarding a recent radio promotion that presented misleading comments about the ingredients in ice cream. The Healthy Habits campaign included a public service announcement that says, "You know how ice cream is made, don't you? It's made from the stuffing in little stuffed animals." When the child cries, another voice says, "There are better ways to get your family to eat better."
IDFA supports efforts to help children eat better diets, but "We do not believe it is either effective or appropriate to make extreme and inaccurate claims to change eating behaviors just because some believe ice cream should be avoided altogether rather than enjoyed as an occasional treat," the letter said.
The Healthy Habits campaign was conducted in partnership with HHS, the National Institutes of Health's We Can! program, Clear Channel Communications and the Ad Council. Although the campaign has ended, the PSA on "How Ice Cream Is Made" is still available at the bottom of the iHeartRadio.com page for Healthy Habits.
NIH launched We Can! (Ways to Enhance Children's Activity & Nutrition) as a national movement to give parents, caregivers and communities a way to help children from eight to 13 years old to stay at a healthy weight.
IDFA sent the letter, with a copy to the NIH, to offer accurate information about dairy products and encourage the departments to "keep our concern in mind for any future campaigns.
For more information, contact Cary Frye, IDFA vice president of regulatory affairs, at firstname.lastname@example.org.