Can the Food Industry Be Trusted? Kelly D. Brownell Yale University

Arresting Realities Industry must sell more food They ALWAYS Want Something Back

Industry is in Full Scale Pursuit of Our Trust

Industry Activities: Impression Management? Children’s marketing promises Caring pledges on consumer health Programs (e.g., EPODE) Philanthropy

A Few Impressions

Vitamin Water

A Few Vitamin Water Versions Revive Power Energy Focus Defense XXX

In the Vitamin Water Lawsuit Coca Cola Attorneys asked for dismissal: "no consumer could reasonably be misled into thinking Vitaminwater was a healthy beverage."

“The Meal Between Dinner and Breakfast”

64 oz Mega Jug

Some Data

Children’s Food and Beverage Advertising Initiative

TV Advertising Adver- gaming Other Youth Websites Bunnies Life Hannah Montana Clifford Crunch Mighty Bites Honey Sunshine Puffins Cheerios Kix EnviroKids Organic Mini Wheats Organic Wild Puffs The Best Dozen None

TV Advertising Adver- gaming Other Youth Websites Reese’s Puffs Cap’n Crunch Count Chocula Trix Froot Loops Smorz Lucky Charms Golden Grahams Cinnamon Toast Crunch Corn Pops Cocoa Puffs Fruity/Cocoa Pebbles xxx x xxx xxx xxx xxx xxx xx xxx The Worst Dozen

A Few Key Facts Facts food ads seen per year Ages 2-5 Ages %39% % increase since 2003

Can Food Be Addictive?

Dramatic Food Changes

Conclusions In animals, palatable foods Dopamine release attenuates with repeated access - Activate same reward pathways as drugs of abuse - Create behavioral signs of addiction - Does tolerance develop? - Is this “safety valve” thwarted by access/variety? Avena, Hoebel Evidence of craving, withdrawal, cross-sensitization

more conclusions… “..excessive consumption of palatable food can trigger neuroadaptive responses in brain reward circuitries similar to drugs of abuse.” (Kenny, 2011)

What Will Industry Do?

Industry Script Plant doubt Call studies “junk science” Attack scientists as biased Pass shield laws to reduce exposure Buy scientists to do negative studies

Game Changer Change national discourse Enrage groups like parents Activate key players (AGs) Compel defense of children Litigation

Milbank Quarterly, 2009

Tobacco Industry Food Industry Pay scientists Pay prof. organizations Pay ethnic organizations Exposure of top executives Distort the science Disgraceful front groups Legal harassment Weak self-regulatory pledges Aggressive ad campaigns

Smart Choices Case Study

Key Dates Critical NY Times article Conn. Atty General Investigation FDA Call Sept 4, 2009 Oct 14, 2009 Oct 20, 2009 Oct 23, 2009 Smart Choices Closed Down

The Largest Shame of All The Food Colonization of the Developing World

Core Drivers Smaller Drivers