Mayor Bloomberg Strikes Out Against Super-Sized Beverages: Too Far or Was It Far Enough?

Americans consume on average 150 pounds of sugar annually and 78 two liter bottles of soft drinks per year. These astonishing statistics are adding up rapidly contributing to obesity . But a new type of "hyper-war" has begun with childhood obesity featuring chronic diseases "normally" encountered at adulthood .Unfortunately we are losing these numerous battles against what will be an epidemic of cosmic proportions. Enter- Mayor Bloomberg of New York City -who issued a ban on drinks larger than 16 ounces in order to combat the affects it has particularly on childhood obesity, however, along with this a furor has begun by many in the beverage industry citing "science" that states soft drinks are actually "healthy" or have no negative side effects.Susan Neely a member of the American Beverage Association levelled charges of recklnesses by the mayor. That wasn't all soft drink companies such as Coca-Cola and "fast food" restaurants or convenient stores were in a bunch about. After an ex-employee and past marketing executive for Coke, Todd Puttman, revealed a type of predatory advertisement technique being implemented by his ex-employer as well as other soft drink companies in an attempt to lure young consumers to purchase their products; a battle line had been drawn within the industry . There is even a very well known technique utilized by Madison Avenue to help promote sales known as the "tantrum/nag technology" where toddlers are encouraged to scream , kick, yell and nag at parents untill they get their favorite sugary drink or cereal purchased. Todays market not only is seeing table sugar laced beverages in soft drinks and juices, but more pernicious "sugars" such as aspartame known to cause neurological dysfunction and maybe even brain cancer. Sucralose , another popular sweetner was accidentally discovered first as an insecticide has shown up nearly everywhere. Perhaps, the one making most of the recent headlines and contributing to childhood obesity,liver disease, high blood pressure, heart disease and diabetes is HFCS (high fructose corn syrup). This sugar is not the same complex carbohydrate found in organically grown fruits and vegetables. Some "false" relief was brought on when nematame was used as a sweetner, but it is majority made up of high fructose corn syrup. Many feel that Mayor Bloomberg's preventive measure was not far enough because juices, teas, coffees, smoothies and other breverages also use sugars, but were not "outlawed". The controversy grows even deeper as some feel this is tinkering with personal freedoms and behavior. Have we come to this point to limit obesity and the myriad of chronic illnesses that threatens American health like a giant tsunami in the next generation? Already, this generation of young consumers have been labelled the first generation that will live not only shorter , but have worse quality of life than their parents.Does this call for more extreme measures to limit consuming some products as more and more may not limit their own behaviors? I'm afraid we may be already experiencing a "brave new world". But, before "big brother" has total say so other measures should be looked into because consumers are not going to give up their tastes immediately, there is going to be a delay to substitute sugar with healthier alternatives such as fruits more regularly. But, perhaps raw organic honey and maple syrup can be used. New healthier alternatives such as the South American plant stevia or xylitol may be choices to help prevent obesity and dental disease may need to be more utilized. The problem of carbohydrate related obesity leading to chronic illness is so legend that today the U.S.Centers for Disease Control and Prevention(CDC) and World Health Organizatin (WHO)classify it as an epidemic.