Bill Overview
Title: Stop Subsidizing Childhood Obesity Act of 2022
Description: of 2022 This bill denies a tax deduction for advertising or marketing directed at children (age 14 or under) for food of poor nutritional quality or a brand primarily associated with food of poor nutritional quality. The bill also denies a deduction for related expenses, including travel; goods or services constituting entertainment, amusement, or recreation; gifts; or other promotion expenses. The Department of the Treasury must enter into a contract with the National Academy of Medicine to develop procedures to evaluate and identify food of poor nutritional quality and brands that are primarily associated with such food. The bill authorizes additional funding to carry out the Fresh Fruit and Vegetable Program under the Richard B. Russell National School Lunch Act.
Sponsors: Sen. Blumenthal, Richard [D-CT]
Target Audience
Population: Children aged 14 or under globally
Estimated Size: 73000000
- The bill targets reducing advertising of unhealthy food to children aged 14 or under.
- There are approximately 2 billion children globally based on 2023 estimates, and children directly impacted by marketing changes.
- The bill indirectly affects parents and guardians who may alter purchasing decisions based on children's demands.
- The bill could also impact companies that market food to children as they might face advertising restrictions.
Reasoning
- The target population of this policy is primarily children aged 14 or under in the United States. Parents, guardians, and companies that market foods to this age group are secondary stakeholders.
- The policy's restrictions on advertising could reduce the exposure of children to unhealthy foods and potentially alter parent's purchasing decisions as there would be less pestering from children.
- In addition to its direct effects on households, the policy might lead to behavioral changes among food marketers, possibly reducing the quantity and impact of advertising unhealthy foods.
- A $50 million USD budget in the first year is likely small relative to the size of the food marketing industry, so initial effects might be noticeable but not transformative.
- Over a 10-year span, a budget of $350 million USD could contribute to considerable shifts in food marketing strategies and consumer habits, possibly leading to long-term improvements in child health.
- The Fresh Fruit and Vegetable Program's funding boost could improve access to healthier food choices in educational settings, posing direct benefits to school-age children.
- Impact will vary based on family income levels, as lower-income families may rely more on child-targeted nutritional programs.
- High-income families may be less impacted as they might already be more selective about food choices and marketing exposure might be less influential due to diverse media consumption.
Simulated Interviews
Marketing Executive (New York, NY)
Age: 37 | Gender: female
Wellbeing Before Policy: 8
Duration of Impact: 10.0 years
Commonness: 4/20
Statement of Opinion:
- This policy will challenge how we approach marketing and may force companies to innovate more health-consciously.
- Though it might hurt short-term revenue, it could lead to a healthier society in the long run.
Wellbeing Over Time (With vs Without Policy)
| Year | With Policy | Without Policy |
|---|---|---|
| Year 1 | 7 | 8 |
| Year 2 | 7 | 8 |
| Year 3 | 7 | 8 |
| Year 5 | 8 | 8 |
| Year 10 | 9 | 8 |
| Year 20 | 9 | 8 |
Parent, Software Developer (Austin, TX)
Age: 42 | Gender: male
Wellbeing Before Policy: 7
Duration of Impact: 8.0 years
Commonness: 12/20
Statement of Opinion:
- Kids are bombarded with junk food ads, so this is a step in the right direction.
- It might be difficult to implement effectively, but even partial success will be a win.
Wellbeing Over Time (With vs Without Policy)
| Year | With Policy | Without Policy |
|---|---|---|
| Year 1 | 7 | 7 |
| Year 2 | 7 | 7 |
| Year 3 | 8 | 7 |
| Year 5 | 8 | 7 |
| Year 10 | 9 | 7 |
| Year 20 | 9 | 7 |
School Principal (Chicago, IL)
Age: 55 | Gender: female
Wellbeing Before Policy: 6
Duration of Impact: 20.0 years
Commonness: 5/20
Statement of Opinion:
- The additional funding for the fruit and vegetable program could make a noticeable difference in schools.
- Marketing changes are less visible but could assist in long-term attitude shifts about healthy eating in children.
Wellbeing Over Time (With vs Without Policy)
| Year | With Policy | Without Policy |
|---|---|---|
| Year 1 | 6 | 6 |
| Year 2 | 7 | 6 |
| Year 3 | 7 | 6 |
| Year 5 | 8 | 6 |
| Year 10 | 8 | 6 |
| Year 20 | 9 | 6 |
Retired Nutritionist (Miami, FL)
Age: 60 | Gender: male
Wellbeing Before Policy: 9
Duration of Impact: 8.0 years
Commonness: 7/20
Statement of Opinion:
- This policy is a much-needed push towards prioritizing children's health over profits.
- Implementation will be critical; vigilance and accountability are necessary to ensure compliance.
Wellbeing Over Time (With vs Without Policy)
| Year | With Policy | Without Policy |
|---|---|---|
| Year 1 | 9 | 9 |
| Year 2 | 9 | 9 |
| Year 3 | 9 | 9 |
| Year 5 | 9 | 9 |
| Year 10 | 9 | 9 |
| Year 20 | 9 | 9 |
Digital Content Creator (Los Angeles, CA)
Age: 30 | Gender: female
Wellbeing Before Policy: 6
Duration of Impact: 5.0 years
Commonness: 11/20
Statement of Opinion:
- Reducing unhealthy food marketing is a good start, but education should go hand in hand.
- With reliance on tech, digital marketing loopholes might reduce policy effectiveness unless comprehensively addressed.
Wellbeing Over Time (With vs Without Policy)
| Year | With Policy | Without Policy |
|---|---|---|
| Year 1 | 6 | 6 |
| Year 2 | 7 | 6 |
| Year 3 | 7 | 6 |
| Year 5 | 8 | 6 |
| Year 10 | 8 | 6 |
| Year 20 | 7 | 6 |
Head of a Food Brand Marketing Team (Seattle, WA)
Age: 45 | Gender: other
Wellbeing Before Policy: 7
Duration of Impact: 15.0 years
Commonness: 3/20
Statement of Opinion:
- We will need to rethink campaign strategies significantly.
- There could be a ripple effect in industry standards beyond legal requirements.
Wellbeing Over Time (With vs Without Policy)
| Year | With Policy | Without Policy |
|---|---|---|
| Year 1 | 6 | 7 |
| Year 2 | 6 | 7 |
| Year 3 | 7 | 7 |
| Year 5 | 7 | 7 |
| Year 10 | 8 | 7 |
| Year 20 | 8 | 7 |
Freelance Graphic Designer (Brooklyn, NY)
Age: 28 | Gender: male
Wellbeing Before Policy: 5
Duration of Impact: 5.0 years
Commonness: 9/20
Statement of Opinion:
- This could mean less work for people in my field as companies adjust their strategies.
- It might also open up more opportunities to work with brands promoting healthier lifestyles.
Wellbeing Over Time (With vs Without Policy)
| Year | With Policy | Without Policy |
|---|---|---|
| Year 1 | 5 | 5 |
| Year 2 | 5 | 5 |
| Year 3 | 6 | 5 |
| Year 5 | 6 | 5 |
| Year 10 | 7 | 5 |
| Year 20 | 7 | 5 |
Stay-at-home Parent (Columbus, OH)
Age: 34 | Gender: female
Wellbeing Before Policy: 7
Duration of Impact: 10.0 years
Commonness: 10/20
Statement of Opinion:
- Less junk food advertising could mean less pestering from my kids for unhealthy snacks.
- This program along with school nutrition improvements could support our family's health goals.
Wellbeing Over Time (With vs Without Policy)
| Year | With Policy | Without Policy |
|---|---|---|
| Year 1 | 7 | 7 |
| Year 2 | 8 | 7 |
| Year 3 | 8 | 7 |
| Year 5 | 8 | 7 |
| Year 10 | 9 | 7 |
| Year 20 | 9 | 7 |
CEO of a Small Food Business (Denver, CO)
Age: 50 | Gender: male
Wellbeing Before Policy: 5
Duration of Impact: 20.0 years
Commonness: 6/20
Statement of Opinion:
- We might see significant adjustments needed in how we promote our products.
- I'm worried about short-term business impacts, but open to using this as a catalyst for new strategies.
Wellbeing Over Time (With vs Without Policy)
| Year | With Policy | Without Policy |
|---|---|---|
| Year 1 | 5 | 5 |
| Year 2 | 5 | 5 |
| Year 3 | 6 | 5 |
| Year 5 | 6 | 5 |
| Year 10 | 7 | 5 |
| Year 20 | 7 | 5 |
College Student (Boston, MA)
Age: 22 | Gender: male
Wellbeing Before Policy: 8
Duration of Impact: 15.0 years
Commonness: 14/20
Statement of Opinion:
- This policy reflects what we're learning in school about public health measures being crucial in tackling obesity.
- It represents a significant legal step that could have longer-term cultural impacts, which is exciting to see in practice.
Wellbeing Over Time (With vs Without Policy)
| Year | With Policy | Without Policy |
|---|---|---|
| Year 1 | 8 | 8 |
| Year 2 | 8 | 8 |
| Year 3 | 8 | 8 |
| Year 5 | 9 | 8 |
| Year 10 | 9 | 8 |
| Year 20 | 9 | 8 |
Cost Estimates
Year 1: $50000000 (Low: $40000000, High: $60000000)
Year 2: $50000000 (Low: $40000000, High: $60000000)
Year 3: $50000000 (Low: $40000000, High: $60000000)
Year 5: $50000000 (Low: $40000000, High: $60000000)
Year 10: $0 (Low: $0, High: $0)
Year 100: $0 (Low: $0, High: $0)
Key Considerations
- The effectiveness of the National Academy of Medicine in identifying unhealthy foods accurately can influence the overall success of the policy.
- The adaptation of advertising strategies by the food industry may mitigate intended revenue losses.
- Response by parents to reduced ads will significantly impact actual behavior change among children.