MUMBAI: The controversy over the role TV ads play in kids obesity in the US is growing.

US Senator Sam Brownback, and US media watchdog Federal Communications Commission (FCC) chairman Kevin Martin unveiled plans for a Valentine's Day forum to examine potential voluntary actions that might ease any negative effects ads might have on children.

The FCC announced the list of participants on the Task Force on Media and Childhood Obesity: Today and Tomorrow. The Task Force will hold its first meeting on 14 February, 2007.

The Task Force consists of representatives of consumer advocacy groups, the food and beverage industry, media companies, and advertisers, as well as healthcare and academic experts. The participants include: American Diabetes Association, American Society for Nutrition, Coca-Cola, Kellogg Company, McDonald’s, Pepsi, Viacom, Discovery and Disney.

The Commission is represented by Chairman Martin and Commissioners Deborah Taylor Tate and Michael Copps. They are joined by Brownback and Senator Tom Harkin. The goal of the Task Force is to provide a forum for the public and private sectors to jointly examine the impact of the media on childhood obesity rates and collaborate on voluntary recommendations to address the alarming rise in the rates of obese children.