The Children’s Food and Advertising Beverage Initiative, initiated by the Better Business Bureau in 2007 and meant to curb what is advertised to easily-influenced children on television, has been delayed in Congress. The delay is being caused by an overdue report that is meant to define standards for what can be advertised to children in terms of a food’s nutritional value, including calorie, fat, and sugar content.

The inherent problem of the initiative is that corporations, for now, voluntarily set their own standards for what is and is not acceptable to advertise to children. Many of the companies who voluntarily participate have agreed that half their advertising will be devoted to healthier foods, but the companies decide the acceptable limits for calorie, fat, and sugar content. That means that candy, sugary cereals and sodas, and fatty frozen dinners and fast-food meals can qualify as “healthy.”

This initiative is aimed at fighting childhood obesity, and while the initiative appears to be a good start, it’s not enough. Congress ordered several agencies last year to propose set standards; in December, the agencies’ preliminary report was released and big business booed it. Now that the final report has been delayed, experts believe industry is the cause.