ARLINGTON, Virginia: Upending the time-honored belief that poachers make the best gamekeepers, The Council of Better Business Bureaus and the National Advertising Review Council have hired former FTC staff lawyer Elaine Kolish to lead the child obesity initiative launched last year by eleven major US food manufacturers.

Kolish will lead a program titled The Children's Food and Beverage Advertising Initiative, a key element of which will be a formal public pledge by each of the eleven sponsors as to how they will refocus their kids' food advertising on healthier food choices.

The sponsoring eleven are: Cadbury Schweppes USA, Campbell Soup Company, Coca-Cola, General Mills, Hershey, Kellogg Company, Kraft Foods, Masterfoods, McDonald's, PepsiCo and Unilever.

Between them, the companies claim responsibility for over two-thirds of children's food and beverage national TV ad expenditure.

Data sourced from; additional content by WARC staff