The move is very significant in the current discourse over the ongoing problem of marketing to children.

As I’ve written before, our federal government has turned its back on this issue so the only place left to demand change is with industry. But food companies are engaging in a massive public relations charade designed to make us believe they are making positive changes.

For example, Kellogg has a new product, Scooby-Doo! That’s the actual name of the cereal – Scooby Doo! – but this is less important the image on the box. Some think this product is a positive development because it contains “only” six grams of sugar per serving. But it’s very likely that Kellogg’s motivation was to be eligible for the very lucrative WIC (Women, Infants, and Children federal assistance program) market, for which six grams of sugar per serving is the maximum allowed. Kellogg says as much on this community feedback page where it also appears not everyone is so happy with the product, leading Marion Nestle to ponder if the product will last very long.

When I asked MOM’s CEO Scott Nash about marketing “healthy food” to children, he answer was simple: “The ends don’t justify the means. Marketing to children is wrong, no matter what is being marketed.” He believes marketing to children “should be illegal.” I couldn’t agree more and that’s why I support Corporate Accountability International’s ongoing campaign to stop McDonald’s from exploiting children (as opposed to just making “healthier” Happy Meals).

Supermarket News described the market’s announcement as “bold” and showing leadership but noted that “MOM’s caters to a specific demographic, so this kind of action wouldn’t float at a mainstream retailer.” Still, the article noted “taking a stand is controversial, but it’s empowering; it defines the retailer against the backdrop of everyone else.” This is exactly the point: the policy creates a new standard for other retailers to follow. Are you listening Whole Foods CEO John Mackey?

The company also hopes others, such as progressive co-ops and independent retailers follow its lead. Holley-Poole told me the largest impact would be on product manufacturers in the organic food industry. “I would not be surprised to see many of the discontinued items re-introduced with new cartoon-free packaging in a couple years,” she said. Susan Linn, director of the Campaign for a Commercial-Free Childhood praised the new policy:

Using beloved media characters to sell kids on a particular brand of food is wrong, even if it’s healthy food. Children should not be trained to pick foods based on the cartoon on the box. We congratulate MOM’s for taking this courageous stance on behalf of families and urge other companies to follow suit.

I am often asked: who in the food industry is doing it right? I am very happy to finally have an answer to that question.

Originally posted at Corporate Accountability International.