Growing awareness of childhood obesity has galvanized health-related groups to press big food marketers to cut back on junk food advertising to children.

"That's why most food marketers fail - they focus too much time and resources on making claims that they don't deliver."

It is a tactic that food marketers have tried before.

Increasingly, food marketers are using color, or a lack of it, to induce responses in people that will make them want to buy.

Two food marketers have made decisions on their accounts.

But when the Reagan Administration came into office, the work was shelved and food marketers began to challenge even existing rules.

Still, such findings are music to the ears of food marketers.

Rather than spending millions to develop and market new brands, food marketers are stocking the shelves with new twists on old, familiar names.

Yet the success of food marketers in exploiting shifting nutritional fashions has a cost.

But, she said, "they are fighting a losing battle against food marketers."