The final result from Washington State's ballot initiative to label genetically-engineered foods was painfully close. A mere two percentage points (38,000 voters) made the difference between yes and no. Similarly, last year in California, the Yes side lost by a narrow margin. Also in both states, early polling showed a strong lead, which was then chipped away at by a barrage of ads from the No campaign. Lying underneath this same pattern is an ugly industry play book that explains how voters can change their mind so easily.
Before the genetically engineered (GE) food labeling movement marches on to the next state, we need to examine and understand these industry tactics to better prepare for them. For example, the same firms were hired to run the No campaign in both California and Washington State. They even used the same logo colors. So it should come as no surprise that the same tactics and talking points were used. Industry is especially good at fear-mongering with these themes:
The No campaign in both California and Washington State had a field day with how the language contained exemptions. Never mind the lack of logic here: Would Big Food and Big Ag be in favor of GE labeling if only it applied to every single kind of food? Obviously not; no matter what the language, industry will attack and distort it. Moreover, the exemptions follow current law in other countries and make good sense.
Another important tactic is the use of outside experts to carry industry's message. Since it wouldn't fly with the public to put the CEO of Monsanto in a TV ad, instead the campaign has to hire others, such as former government officials or doctors wearing white coats to claim being authorities on GE food labeling.