Four federal agencies known as the Interagency Working Group (IWG),  formed within the 2009 Omnibus Appropriations Act to study childhood obesity and offer possible solutions have delivered a plan to drastically censor food advertisers with products deemed to be “too high” in sodium, sugar, or fat that cater to any viewing audience between the ages of two and 11. These advertisers would lose key slots during some of America’s most popular shows, like American Idol, America’s Got Talent, and Glee.

Gone will be the catchy advertisement of Oscar Mayer Bologna, Gone will be the Pringle’s potato chip commercials, and Gone will be cereal commercials.

The regulators call their rules “voluntary guidelines.” However, food manufacturers can hardly ignore “recommendations” from the very federal agencies that exercise regulatory authority over their every move. It is akin to a cop asking for ID or to search one’s vehicle: While the law treats such citizen cooperation as voluntary, most individuals would not view it as such, nor would the police look kindly on anyone who denies their requests.

The regulations hit traditional favorites where it hurts, because not just Twinkies and cookies will be affected. But, anything deemed to have a little too much sodium or fat will be tested under the new rules, including foods whose very production requires a high sodium content (like pickles) and those that are naturally high fat (like peanuts). Gone will be peanut butter commercials like Peter Pan and Jiffy, gone will be Vlasic Pickles commercials.

It is interesting that research by the Institute of Medicine found no link between advertisements and children’s food choices; children have seen about 50 percent less food advertising in the last six years than before that time—yet obesity rates continue to climb. Former FDA Commissioner Dr. Mark McClellan attributes the obesity problem to “physical inactivity”—not caloric intake. In fact, McClellan noted that children’s calorie intake has remained about the same for the last 20 years.

Sara Lee CEO Christopher J. Fraleigh recently spoke on the overextended regulations, which will hurt his business in particular: A turkey sandwich made with Sara Lee fat-free lean turkey meat, we would not be able to advertise that on venues, be it the Superbowl or anything that would have a significant child audience, because the product is a little bit too high in sodium…. Current regulation of advertising toward children is a perfect example of regulation that just goes way too far.

Gone will be hotdog commercials during the world series and the killing of Campbell’s Soup commercials will be ending decades of television commercial tradition.

Also, I see gone jobs in advertising firms and jobs in the food industry.