August 12, 2004

Legislative Activity

August 12, 2004

To: AAF Members

From: Jeff Perlman, EVP-government affairs
Clark Rector, SVP-state government affairs
Jennifer Akridge , manager-government affairs

Re:Maine Food Advertising Proposals

Earlier this month, the Maine Commission to Study Public Health met and made a number of tentative recommendations that would negatively impact food advertising in the state. The recommendations included:

  1. Direct the state Bureau of Health to evaluate advertising of foods "other than healthy foods or beverages" directed at children 12 years of younger and recommend to the legislature whether these advertisements can and should be restricted on Maine television stations,
  2. Direct a letter to Maine 's Congressional delegation and federal regulatory authorities calling for limits on national television advertising of foods other than healthy foods or beverages directed at children,
  3. Levy a tax on advertising of foods other than healthy foods directed at children 12 years or younger. Funds will be used to develop a media campaign promoting healthy eating and physical activity.
  4. Prohibit advertising of foods other than healthy foods on school grounds.

The Commission is expected to meet at least once more in late September to receive public testimony before finalizing the recommendations.

Members of the advertising industry should contact Commission members and express opposition to the advertising recommendations. A number of talking points are attached. Letters can be directed to:

Sen. John L. Martin and Rep. Margaret M. Craven, Chairs
Commission to Study Public Health
c/o Maine State Legislature
Office of Policy & Legal Analysis
13 State House Station
Augusta , Maine 04333

More information on the Commission can be found at

Please do not hesitate to contact us if you have any comments or questions.