WASHINGTON DC: US advertising bodies have been assessing the impact on the industry of last week's seismic shift in the political landscape when the Democrats took control of Capitol Hill.

They believe food marketing and its alleged contribution to childhood obesity could be one of the areas more robustly examined by the Senate, together with the hotly debated issue of direct-to-consumer advertising for prescription drugs.

Comments Adonis Hoffman, svp-general counsel for the American Association of Advertising Agencies: "Democratic control of either house will be characterized by high-level debates on popular issues. In the advertising, marketing and communications category, that leaves a lot of room for grandstanding."

And Dan Jaffe, evp of the Association of National Advertisers, warned that along with increased scrutiny and possible legal curbs on DTC ads, food advertising and privacy, the issue of advertising taxes could be reawakened.

Data sourced from AdAge.com; additional content by WARC staff