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In 2005, the Institute of Medicine of the National Academies (IOM) released a report requested by Congress that evaluated the influence and nature of food and beverage marketing practices on American children and adolescents. "The report concluded that food and beverage marketing influences the diets and health of children and adolescents; current marketing practices create an environment that puts young people's health at risk; companies and marketers have underutilized their resources and creativity to market a healthful diet; industry leadership and sustained, multisectoral, and integrated efforts are required; and that current public policy institutions lacked the authority to address emerging marketing practices that influence young people's diets."[16]
According to Christian and the PHA website, the obesity epidemic in children and adolescents in the U.S. reflects changes in society: The article suggests unhealthy eating choices are due to an increase of sedentary activity (e.g., children watching too much television and playing computer games) and the influence of the media in causing children to eat unhealthy food choices.[17]
In the view of some opponents, if governments took action to prevent the marketing of unhealthy food products, they would seriously reduce the prevalence of obesity and its serious health consequences, such as cardiovascular disease and diabetes. As part of the IOM food marketing report, 10 recommendations were made to both the public and private sectors. One of the recommendations was that the government partner with the private sector to "create a long-term, multifaceted, and financially sustained social marketing program to support parents, caregivers, and families to promote a healthful diet."[16] First lady Michelle Obama and Partnership for a Healthier America have proposed new rules that would limit junk food marketing in public schools.[18]


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