Ever heard of The Motherhood Project? No? Well, allow me to enlighten you.

It’s a group of moms working to make their homes as commercial free as possible so that all will be right with the world and children will grow and experience tranquility and serenity that will transcend all aspects of life, respecting the child and making the world a better place.

I like number deux and quatre of their little mission:

2. To reassert ourselves and our values in the lives of our children. We will teach our children self-discipline, empathy, moderation, and other values that will help them resist the messages of marketing.

4. To make our homes and families commerce-free zones. To the degree that we are able, we will limit our children’s exposure to advertising and marketing.

So, that’s pretty convenient, don’tchya think?…to blame advertising for your children’s behavior, instead of your own parenting?

Are children incapable of being taught to value intangibles? Can little Johnny not resist the Wii, without censoring its existence? What if other children tell little Johnny about the Wii? Although, I’m assuming most of these kids would be homeschooled, considering they say this:

With regard to activities or technologies that raise threats to the health and well-being of children (activities such as advertising and marketing to children and certain new bio-technologies and cyber-technologies), we seek to preserve the dignity and integrity of children. We favor a shifting of the burden of proof from those who would be adversely affected by the adoption of a potentially harmful activity or technology to those who propose its adoption.

I would think that mothers within this organization shun the mainstream, including schools.

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Responding to the Kellogg Company and Viacom being threatened with a lawsuit by the Center for Science in the Public Interest and the Campaign for a Commercial Free Childhood, Kellogg’s cereals will not be advertised during children’s programming unless it meets certain nutritional guidelines:

The voluntary changes, which will be put in place over the next 1 1/2 years, will apply to about half of the products Kellogg markets to children worldwide, including Froot Loops and Apple Jacks cereals and Pop-Tarts.

Frosted Flakes, for example, and Rice Krispies with Real Strawberries will still make the nutritional cut, though regular Rice Krispies will not (too much salt).

Kellogg’s will also be discontinuing any product tie-ins with licensed characters or branded toys. I guess that box of Shrek Apple Jacks in my pantry just became a collectible!

While I’m sure some parents might think that it’s grrreat!, I’m with writer Kerrie Flanagan:

Here I was, the whole time thinking it was the consumption of junk food and lack of exercise that causes childhood obesity. The good thing is now I can rest easy knowing it is not my fault if my kids get fat. It’s Viacom’s fault for putting images of my favorite Bikini Bottom resident on a box of food. What a relief! I no longer have to accept any responsibility for my choices.

Even though I’ll admit I find slapping characters on everything from Dixie cups to ketchup bottles incredibly obnoxious, I don’t see how marketers shoulder the culpability when kids consume food items that their parents buy for them.

What do you think? Should advertising be to blame for making our children chunky?

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