The new rules will limit how beverage and food firms are allowed to advertise in schools

The new rules will limit how beverage and food firms are allowed to advertise in schools

The American Beverage Association (ABA) has welcomed a move by the US Government to strengthen the rules on how beverage and food firms are allowed to advertise in schools. 

On Tuesday (25 February), First Lady Michelle Obama announced a plan by the US Department of Agriculture (USDA) intended to phase out the advertising of high-sugar soft drinks and some food products on football scoreboards and elsewhere on school grounds, the Associated Press reported. “The idea here is simple - our classrooms should be healthy places where kids aren’t bombarded with ads for junk food,” Mrs Obama said in a statement.

The ABA, which represents the major US soft drinks producers, said it supported Michelle Obama’s "common sense" efforts to “strengthen school wellness policies”. 

“Our industry helped lead the way with our voluntary national School Beverage Guidelines, which removed full-calorie soft drinks, cut beverage calories in schools nationwide by 90% and set the stage for the US Department of Agriculture’s (USDA) regulations that take effect in schools this July,” said ABA president & CEO Susan Neely.

“Now, we look forward to working with the USDA on their proposed rule to align food and beverage signage in schools with the new regulations as the logical next step.”

The new measures are part of Michelle Obama's “Let’s Move” campaign, aimied at tackling childhood obesity in the US.