The Dominion of Expeditious Cuisine

"If you look at the rise of the obesity rate in the United States, its grown pretty much in step with the rise of fast-food consumption... and now it's the second-leading cause of death in the United States, after smoking" (Schlosser 247). Harmful and yet deadly consequences from the consumption of both tobacco and alcohol have given the government cause to place regulations on its sales by means of hefty sin taxes, age registrations, and censorship of advertising. With several dietary factors inherent in fast foods known to cause excessive weight gains through massive portion sizes, high in energy density, palatability, and fat/sodium content being marketed through television commercials, play places, and collectible toys, children have become most vulnerable to its constraint (Ludwig). America is overlooking the real cause of its ever-expanding waistline. The problem isn't so much lack of self-control on the people's part, rather it's a "toxic food environment" within strips of fast food restaurants littering the sidelines of America's highways as well as the overwhelming barrage of burger advertisements through the media (Murray). Fast food as harmful as it is, has been traced as the leading cause of future diseases from E coli to diabetes, and now has become ubiquitous even available in gas stations. Ranking in between tobacco and alcohol on the 'most deadly list', it is essential for fast food consumption to be regulated in some degree by a governmental organization.

Consumption of fast food by children has increased dramatically between 1970 and 2000, and estimated that at least 10% of a child's total energy is derived from fast foods (Ludwig). "Every day, nearly one-third of U.S. children aged 4 to 19 eat fast food, which likely packs on about six extra pounds per child per year and increases the risk of obesity" (Fast Food Linked To Child Obesity). With a majority of children as consumers, parents are just as guilty by association. Evidently, a child has some degree of alluring parents (who must eat too) to haul them there, of which fast food industries realize as they book after school television advertisement slots. Many chains, such as McDonald's for example even advertise in their wall-to-wall artwork. As Joyce Marcel explains, "All the decoration is advertisement, It's no wonder people can't get away from it. So many people wear corporate logos on their clothes and think its right to put advertisements in schools; they're completely desensitized: life no longer exists outside of commercials" (Marcel). Thus, one can infer that fast food industry's massive advertising campaigns boasting play places and collectible trendy toys such as pokemon, beanie babies, and furbies be aimed at children rather than parents. "It started innocently enough, giving a toy with a meal, playgrounds, there are good things about it. But these are very, very crucial years. If you look at the ingredients of the fast food meals that are being heavily marketed to children, they're extremely high in fat, and high in sugar, and high in salt" (Schlosser 103). Moreover, youth may be progressively influenced over time by pervasive advertising. The industry markets heavily to children with the goal of fostering a fast-food habit that will persist into adulthood. "If we're really concerned about early obesity, measures to limit marketing of fast food to children may be warranted" (Ludwig). According to Schlosser,

"[fast food companies]...don't have to deal with the long-term consequences of the food. If they did, they might change the menu. They've also spent millions of dollars creating a taste for these foods. So all of a sudden it's very difficult for them to say, 'Wait a minute! The food we've been marketing and selling for decades may not be so healthy.' They really don't have the incentive to do that right now. So it's up to the consumers to give them that incentive" (Schlosser 95).

As Schlosser points out, if fast food industries were given an incentive, then perhaps the degree of their food manufacturing would change. This incentive needed to push fast food companies into reform from going out of business would come in the form of government regulation.

While some feel the fast food industry will simply just fade away, as did the corporate giants Ford and General Motors of the automotive industry became dinosaurs of yesteryear. Rather an alternative to the fast food supremacy may be modeled to the regulation of cigarette

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