Clemency for Tony!

Today the Federal Trade Commission issued their much anticipated subpoenas to 44 food and beverage companies to talk about how they advertise to kids.  And here is exactly where my free-market hackles get all in a tizzy.  Don’t get me wrong, I am a huge proponent of social responsibility in companies, and I think all great brands will  be required to have some kind of accountability for the product  (as the personality or vibe) that they put out into the world.  However, I believe that this will occur because of social and market forces, and not because of government oversight.

And, with this particular issue, can we not blame user error?  I like a good bowl of Frosted Flakes as much as the next girl, but I know when to say when.  I use responsibly.

Is the very existence of Tony the Tiger really the reason why American kids are couch riding, sportsaphobic, corn starch junkies?  Kids were not morbidly chubby in the 60’s and I do believe there were some bubbly animated characters shilling for Ovaltine at the time.  Not to mention, the last time I saw Tony, he had six-pack abs and was coaching a soccer league.  What exactly is our problem with Tony? 

Ok, let’s say that they bump off Tony… Sopranos style… fade to black.  And everything that Kellogg’s produces meets standards of nutrition and is entirely made from prunes.  Do you think Junior is going to suddenly find himself eating from the food pyramid and joining the track team?  No way, he will pour a half cup of white sugar on his vat of Pruney Flakes™ and curl up in front of Sponge Bob just like last Saturday. 

This is not a solution to any problems, it is simply a witch hunt and the food companies will hang their heads and perform their contrition and the blame will be reassigned to the next person in line.  Who will that be?  Certainly not the parents.