New York City’s Calorie-Labeling Law: An Analysis of Formulation and Implementation

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    Mark Nickolas

    Prof. Andrew White

    The Mayor, the Media & the Politics of Policy in New York City

    May 12, 2011

    New York Citys Calorie-Labeling Law:

    An Analysis of Formulation and Implementation

    I. Introduction & Overview

    On April 30, 2008, after more than 18 months of lawsuits, public hearings, court orders, and

    regulatory revisions, New York Citys ground-breaking calorie-labeling law (formally Section 81.50

    of the New York City Health Code) went into full effect. The regulation, enacted directly by the

    Department of Health and Mental Hygiene through its regulatory powers thus circumventing the

    New York City Council, requires the posting of calorie counts on menus and menu boards by all

    restaurants in New York City that are part of a chain of 15 or more outlets nationally that serve

    standardized portions.

    The calorie-labeling law was one in a series of aggressive and controversial, though popular,

    initiatives undertaken by Mayor Michael Bloomberg and his pioneering Health Commissioner

    Thomas R. Frieden1 to address preventable chronic diseases, especially those related to for New York

    Citys obesity epidemic (Frieden, Public Health 972). Other measures included a smoking ban in

    virtually all indoor workplaces and bars and restaurants in 2002, and a ban on trans fats in

    restaurants enacted in 2006 (introduced concurrently with the calorie-labeling proposal) (972).

    The original calorie-labeling proposal, unveiled on September 26, 2006, targeted only those

    chain restaurants that had already made calorie information voluntarily available to consumers.

    Establishments which chose not to disclosure information would not be forced to do so. Following a

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    period for public comment and a hearing, the regulation was approved by the Health Board two

    months later on December 5, 2006 (DOHMH-2). Just as the regulation was set to go into effect, the

    New York State Restaurant Association (NYSRA) filed a lawsuit on June 14, 2007 in federal court

    in Manhattan challenging its legality on grounds that existing federal labeling law preempted any

    such local regulation, and that the mandate was a violation of commercial free speech under the First

    Amendment (Complaint).

    On September 11, 2007, U.S. District Court Judge Richard Holwell struck down the calorie-

    labeling law on the grounds that by limiting its mandate to only those businesses that were already

    voluntarily disclosing calorie information, it conflicted with the federal law and was therefore

    preempted. However, Holwell also reaffirmed the authority of local governments to mandate calorie-

    labeling, thus opening the door to a much more expansive application of the regulation that could

    force all chain restaurants to display calorie counts (Memorandum Opinion, 2007).

    The Bloomberg administration chose not to appeal the Courts ruling, opting instead for a

    quick redrafting of the original amendment. Barely a month later, on October 24, 2007, the Health

    Department reintroduced the calorie-labeling rule. Following a period for public comment and

    hearing, the Health Board approved the revised rule on January 22, 2008, mandating thatallchain

    restaurants with at least 15 stores would be required to post calorie counts on its menus and menu

    boards. **(CITE)**

    In February 2008, the NYSRA again filed suit in federal court, repeating its federal

    preemption and First Amendment claims. This time, Judge Holwell sided with the city on both

    counts, going so far as to call out the NYSRA for its seeming hypocrisy in arguing against some of the

    very theories it raised in its original lawsuit. The final rule took effect on April 30, 2008. Later, the

    U.S. Court of Appeals for the Second District would deny NYSRAs appeal, and despite its repeated

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    efforts to delay implementation and enforcement of the rule, NYSRA opted against taking the matter

    to the U.S. Supreme Court. **(CITE)**

    New York Citys first-in-the-nation calorie-labeling rule would become law, delivering a big

    political victory for the Bloomberg administration in its ongoing war on obesity.

    II. Objectives

    This paper will analyze the genesis, rationale, deliberation, legal challenges, implementation,

    and subsequent effects of Section 81.50 of the New York City Health Code with a particular

    emphasis on how the original proposal evolved over time into its stricter and much more expansive

    final form, largely a result of backfiring tactical decisions by the NYSRA.

    The paper will utilize archival research and academic publications, as well as interviews

    with a number of the key players involved throughout the process, including Thomas Frieden,

    former New York City Health Commissioner; Dr. Margo Wootan, Director of Nutrition Policy at the

    Center for Science in the Public Interest (the main advocacy group in support of the rule); and

    Marion Nestle, professor of food studies and public health at NYU and one of the nations leading

    scholars and authors on the role of food marketing in dietary choices. Attempts to contact Charles

    Hunt, Executive Vice President for the New York State Restaurant Association, who led the

    opposition against the calorie-labeling law, were not returned.

    III. Background and Problem

    According to the 2004 Community Health Survey conducted by the New York City Health

    Department, more than half of city adults were overweight (34.4%) or obese (21.7%) (Frieden,

    Declaration 3). The percentage of obese New Yorkers nearly doubled between 1994 and 2004 (from

    12% to 22%) and, nationally, the percentage of obese Americans has skyrocketed from 14.5% in 1971-

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    1974 to 32.2% in 2003-2004 (2). Studies have shown that an unhealthy diet may be second only to

    smoking in importance as a determinant of health (Mokdad et al., 1239). Further complicating this

    public health crisis is how one epidemic obesity is driving another epidemic of even greater

    concern: the rapidly increasing rate of type 2 diabetes among New Yorkers, from 3.7% in 1994 to

    9.5% in 2006 (7).

    Public health officials and researchers cite two phenomenon that closely parallel the growing

    obesity epidemic since the 1970s: a doubling in the percentage of Americans who eat meals away

    from home (11) and a dramatic increase in food portion sizes offered by fast food restaurants (Young

    and Nestle, 238-239).

    Compounding this problem is the fact that fast food options tend to be calorie-packed,

    energy-dense, accessible, and inexpensive (Hill et al., 853). For these reasons, low-income people

    tend to eat a disproportionately large percentage of their meals in fast food restaurants (Dolnick).

    For example, a Big Mac combination meal at McDonalds which includes the Big Mac sandwich,

    medium serving of french fries and 21-ounce soft drink cost just $5.99 in New York City in 2008,

    but contained 1,130 calories, more than half an average persons daily caloric need (Farley et al.,

    1098).

    Our recent economic troubles have only exacerbated these trends. One recent study,

    published in theJournal of the American Medical Association, argued:

    [e]conomic adversity induces consumers to replace nutritious but expensive

    produce with less costly, high-calorie, commodity-based products.. . . In times of

    economic weakness and/or rising costs, consumers tend to trade down to lower price

    points rather than prepare food at home (Ludwig and Pollack, 534).

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    Michael Jacobson, executive director of the Center for Science in the Public Interest, toldThe

    New York Timesin 2009 that [n]utrition is not the top concern of low-income people, who are

    probably the least amenable to calorie labeling (Hartocollis).

    While federally mandated nutrition labels are contained on food sold in grocery stores to

    better inform consumers about their food choices, no such information is required for food eaten in

    restaurants (Frieden, Declaration 4). Prior to the calorie-labeling proposal, some chains had

    voluntarily provided nutritional information, but a large Health Department survey of 167 randomly

    selected New York City fast food chains in 2007 found that, with the exception of Subway

    restaurants, fewer than five percent reported seeing calorie information in the location they had just

    exited (Farley et al., 1099). This was an important finding since recent research found that the

    selection of high calorie, high fat items decreased from 37% to 24% when calorie information was

    provided (Burton et al., 1674).

    It was this point that the Bloomberg administrations Health Department decided to act.

    IV. The Proposal

    In an affidavit filed during subsequent litigation, New York City Health Commissioner

    Thomas Frieden offered a general explanation as to why his department chose to act on this issue:

    The Board took this step because the Board and Department are charged with the

    prevention and control not just of communicable diseases, but also of chronic disease

    and its risk factors. This charge is addressed by educational and other means that

    improve the citys environment in ways that will make it easier for New Yorkers to

    make the healthy choices needed to prevent or manage chronic diseases

    (Declaration 4).

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    Specifically, the department has jurisdiction to regulate all matters affecting the health of

    New Yorkers and may amend or supplement the New York City Health Code for the security of life

    or health with the force and effect of law (Silver, Menu Labeling 3).

    In an interview with the writer, Frieden elaborated in greater detail about what motivated

    his department to pursue calorie-labeling as aggressively as it did. While outside groups, such as the

    Center for Science in the Public Interest, had lobbied his office for some time to consider action,

    Frieden made clear that the decision to initiate this effort had come from within his department.

    Specifically, Frieden credited his departments large restaurant inspection program as the

    main driver for more aggressive action stating that he wanted to ensure that the program not only

    prevented food-borne bacterial and toxic illnesses, but that it also promoted health more broadly. He

    noted that the calorie proposal was introduced to the Board of Health at the same time the artificial

    trans fat restriction was introduced, as both emanated from the Health Promotion and Disease

    Prevention division, but were done in close collaboration with the restaurant safety program of the

    Environmental Health division. This was predicated on the belief that the calorie content of food is

    the single most important piece of information for consumers to have in helping them make sound

    and healthy food choices.

    In the end, according to Frieden, the calorie-labeling effort was not offered as a result of

    pressure from interest groups, nor was it driven by politics coming out from Mayor Bloombergs

    office. Instead, this was a deliberate and calculated effort to expand the traditional mission of the

    Health Department so that it could aggressively pursue actions to help combat some of the chronic

    diseases plaguing New Yorkers.

    The original calorie-labeling effort was publicly announced by the Health Department on

    September, 26, 2006 and received strong public support.2 The proposed amendment would require

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    that all restaurants part of a chain of 15 or more outlets nationally that serve standardized portions

    and who have voluntarily made calorie information available would be required to prominently

    display that information on its menus and menu board.

    V. Deliberation and Approval

    Despite broad popular support, the measure was eventually met with strong opposition from

    fast food chain restaurants and their trade organizations, most notably the New York State

    Restaurant Association (NYSRA) and the National Restaurant Association.

    The October 30, 2006 public hearing would provide a window into the looming fight facing

    the Health Department as it proceeded with the regulation. Among those speaking was Mark

    Inzetta, a senior executive with Wendys restaurants. Inzetta largely focused his remarks on what he

    termed the discriminatory nature of the regulation since it applied only to the restaurants that had

    already made the decision to offer consumers nutritional information, and not all restaurants:

    What concerns us here about this proposal is it would not apply to all New York

    City restaurants and, in fact, would apply to only a select few. Inexplicably,

    companies that refuse to make any nutrition information available would be entirely

    exempt from this regulation. Not only do we think this is unfair, but it's counter-

    intuitive to what we believe to be the scapegoat of the Department of Health of

    increasing consumer education and therefore, creates an incentive for businesses

    which do not provide this information to not provide it in the future. In fact, some

    restaurants may consider taking out the information if this proposal were to pass. So

    if the goal is to empower New Yorkers to make better informed choices when dining

    out, this proposal, in fairness, should apply to all food service outlets in the City

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    instead of arbitrarily applying it to just a small segment of restaurants (Transcript,

    107).

    Also raising concerns at the hearing were the two main industry witnesses: Charles Hunt,

    NYSRA executive vice president, and Sheila Weiss, Director of Nutrition Policy at the National

    Restaurant Association. Both raised objections that since many restaurants were already providing

    calorie information to consumers in the form they believed was most effective, local government

    should not meddle with that effort.

    But their testimony stood out for the fact that both overwhelmingly focused on the proposed

    trans fat ban regulation, rather than calorie-labeling. A review of the hearing transcript showed that

    Ms. Weiss devoted just 20 percent of her 773-word remarks to calorie-labeling, while Mr. Hunt

    barely touched on the subject, allocating just 63 of his 1,014 words to it. Considering that the trans

    fat amendment would sail to approval and implementation with minor controversy in the

    subsequent weeks, while calorie-labeling would get mired in two federal lawsuits and a delay of over

    a year, the industrys initial focus is, especially in hindsight, noteworthy.

    In fact, most of the media coverage of the Health Department proposals leading up to the

    October public hearing focused mainly on the trans fat ban, not calorie-labeling. Though, not all

    involved in the debate would allow the medias narrative to drive the story. In her ownNewYork

    Timesop-ed prior to the public hearing, Marion Nestle, NYU professor of food studies and public

    health and one of the nations leading scholars on the issue noted that the attention being paid to the

    trans fat ban was misplaced and overlooking the much more substantive and meaningful proposal on

    calorie-label:

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    Lost in the hoopla over the trans fat decision was a second proposal from the health

    department that might have a far greater impact: to require restaurants that offer

    foods and drinks made from standard recipes McDonalds and Starbucks, for

    example to display calorie contents on menu boards.

    For doing something about obesity, its the calories not the trans fats that

    count. Labeling restaurant calories is a good idea because nobody, not even a trained

    nutritionist, can compute the number of calories in a meal without knowing the type

    and weight of every ingredient that goes into it.

    Commissioner Frieden disagreed with this suggestion during the writers interview of him.

    Instead, he argued:

    Ive always thought that they realized that they couldnt fight transfat because they

    knew that fighting to preserve their right to put an artificial product no one had

    heard of and was killing people into food wasnt a winner in the publics eye.

    Plus, it was clear that we had full authority to do it in the health code. They were

    always going to challenge the calorie law, there was no question about that. Both

    public hearings and comments had overwhelming public support. Regarding trans

    fat, some industries and companies argued, with reason, that they needed time to

    transition, and we worked with them on that (Frieden Interview).

    During her interview, Dr. Nestle made clear her strong belief that the restaurant associations

    were never interested in finding a solution to the obesity issues nor were they ever prepared to

    meaningfully address the issue by way of disclosure beyond the voluntary efforts of some of its

    members. She framed the entire debate as a classic example of industry versus consumer interests

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    and that the NYSRA is notoriously uninterested in the health of consumers and this was a typical

    example of tactics. This time, they backfired. (Nestle, Interview).

    Meanwhile, the Center for Science in the Public Interest (CSPI), a national public interest

    organization based in Washington, D.C., was the leading advocacy group pushing for calorie-

    labeling in New York City. According to their website, they describe their mission as follows:

    The Center for Science in the Public Interest (CSPI) is a consumer advocacy

    organization whose twin missions are to conduct innovative research and advocacy

    programs in health and nutrition, and to provide consumers with current, useful

    information about their health and well-being.

    In a brief interview with CSPIs Dr. Margo Wootan, Director of Nutrition Policy, she

    explained that her organization began working on nutritional labeling for more than 20 years,

    beginning with its successful efforts for a government mandate on labels on packaged food. In 2003,

    CSPI began an aggressive push for nutrition labeling at chain restaurants and since New York Citys

    effort was nations first, they played a very prominent and public role.

    According to Wootan, her group met several times with Commissioner Frieden and his staff

    and urged them to target calorie-labeling. The media routinely cited Wootan and CSPI in its

    reporting on the labeling proposal and they were very active during the public hearing as were key

    players in anamici curiaebrief (often termed a friend of the court brief) filed with U.S. District

    Court Judge Richard Holwell in support of the New York City Health Department during the

    litigation of the case(**CITE BRIEF**). Along with CSPI, the parties to the brief included U.S.

    Rep. Henry Waxman, who was the chief sponsor of the federal labeling act cited by NYSRA), Dr.

    David Kessler, former FDA commissioner at the time the federal law was enacted, and a variety of

    medical, academic, and advocacy groups and individuals, including Dr. Marion Nestle. The support

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    provided by this group was a central piece to the litigation and eventual ruling by Judge Holwell

    that opened the door to stricter and more expansive final regulation.

    INSERT MARGO WOOTAN INTERVIEW COMMENTS + HER AFFIDVAIT IN HAWAII

    During the period for public comment on the proposed regulation, the Health Department

    received 2,222 written comments, including an additional 45 people who spoke at the October

    public hearing. Of those 2,267 comments, 2,245 were in support and just 22 in opposition, a ratio of

    100-to-1 (Silver, 1). Moreover, polling across the country consistently showed overwhelming public

    support for restaurant calorie-labeling (Friedman, 5).

    On December 5, 2006, the Board of Health unanimously approved the measure requiring all

    restaurants in New York City that are part of a chain of 15 or more outlets nationally and which

    serve standardized portions to make calorie information publicly available beginning March 1, 2007.

    A 3-month grace period would be provided so that enforcement would begin on July 1, 2007. The one

    major modification from the original proposal that the Health Board agreed to and one it would

    revisit the following year was to allow businesses the chance to propose alternative ways to

    display calorie information rather than the manner designated by the city.

    VI. The Lawsuit

    On June 14, 2007, the NYSRA filed a lawsuit against the New York City Board of Health in

    U.S. District in Manhattan seeking relief to prevent enforcement of the calorie-count regulation. The

    lawsuit asserted two claims: that the federal Nutrition Labeling and Education Act of 1990

    preempted any local regulations when it came to food labeling, particularly as a result of the citys

    decision to only target businesses who had voluntarily provided calorie information; and that the

    regulation infringed on its members First Amendment rights by forcing them:

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    to convey a message with which they do not agree; namely that the nutritional value

    of a given menu item can be represented by a bare declaration of its caloric content

    (Complaint, 11).

    During his interview, Commissioner Frieden noted that the NYSRA lawsuit was one of the

    most interesting experiences during his seven years leading the Health Department because it

    provided him a valuable insight into how the fast food industry communicated with its customers

    and how determined it was to prevent any interference from the outside, especially mandates by

    government. Specifically, Frieden highlighted comments in affidavits filed by officials from several

    fast food chains, including from Hector Munoz, Senior Director of Retail Image and Engagement at

    Burger King Corp., who offered the following insight as to why they opposed any meddling with its

    menu board:

    the menu board is the single most valued piece of real estate in a Burger King

    restaurant. It is the most important way we communicate with our customers in the

    store about the products we offer and their price. It is what the customers look at,

    and it is what stimulate their decision to buy (Silver and Nonas, 15).

    This assertion, which other fast food chains largely mimicked in their own affidavits,

    suggests this as the reason for the ferocious response by the industry once, the Health Board

    approved the calorie-labeling regulation. The menu boards were perceived as inviolable sacred

    ground and the companies were not going to ceded control over them without a fierce fight.

    On September 11, 2007, U.S. District Court Judge Richard Holwell struck down the calorie-

    labeling law on the grounds that by limiting its mandate to only those businesses that were already

    voluntarily disclosing calorie information, it conflicted with the federal Nutrition Labeling and

    Education Act of 1990 and was therefore preempted. However, even more significantly, Judge

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    Holwell specifically reaffirmed the authority of local governments to mandate calorie-labeling, thus

    opening the door to a much more expansive application of the regulation that could force all chain

    restaurants to display calorie counts, regardless of whether or not they had offered such information

    to the public in the first place:

    [T]he Court concludes that the City has the power to mandate nutritional labeling

    by restaurants, but that it has done so in a manner that offends the federal statutory

    scheme for voluntary nutritional claims. Therefore, the Citys regulation, as enacted,

    is preempted by federal law. The Court does not reach the plaintiffs First

    Amendment claims (Memorandum Opinion, 2007 2).

    VII. Repeal and Redrafting

    Instead of appealing Judge Holwells ruling, the Bloomberg administration opted to quickly

    redraft the original proposal, not only to remedy the language per the courts opinion, but also to

    broaden its mandate to force all chains to comply with the labeling requirement, as was clearly

    suggested by Holwell.

    As a matter of tactics, the decision by the NYSRA to appeal the regulation had backfired

    badly. Even though it had technically won the case, that designation was helpful only for the positive

    news stories it received in the subsequent days. In fact, Holwells ruling would turn out to be much

    worse for the NYSRA and fast food chains than if they had simply lost the case. Now, with a small

    amount of redrafting, the Health Department would be able to mandate calorie-labeling on all

    chains, not merely a subset who were already disclosing information publicly. Commissioner

    Frieden acknowledged during his interview that, ironically, his department had believed the limited

    original regulation was going to be more defensible in court. This turned out to be the opposite of

    the case.

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    Moreover, the redrafting allowed the Health Department to scrap its previous willingness to

    allow chains to propose and potentially receive approval for alternate designs for displaying calorie

    information. Frieden would later say that while the original accommodation was well intentioned, it

    eventually led to unproductive discussions with restaurants (Farley, 1107). Now, given the green

    light by the courts to redraft a stricter and more expansive regulation, it simply dropped the

    alternate design option and instead instructed restaurants on how to display calorie information on

    its sacred menu boards, highlighting yet another consequence for NYSRAs decision to file its

    original lawsuit.

    Barely a month later after Judge Holwells ruling, the Health Department reintroduced the

    calorie-labeling rule on October 24, 2007. Following a period for public comment and hearing, the

    Health Board approved the revised rule on January 22, 2008, mandating that all chain restaurants

    with at least 15 stores would be required to post calorie counts on its menus and menu boards.

    In February 2008, the NYSRA again filed suit in federal court, repeating its federal

    preemption and First Amendment claims. This time, Judge Holwell sided with the City on both

    counts, going so far as to call out the NYSRA for its seeming hypocrisy in arguing against some of the

    very theories it raised in its original lawsuit (Memorandum Opinion, 2008 5). The final rule took

    effect on April 30, 2008. Later, the U.S. Court of Appeals for the Second District would deny

    NYSRAs appeal, and despite its repeated efforts to delay implementation and enforcement of the

    rule, NYSRA opted against taking the matter to the U.S. Supreme Court.

    VIII. Implementation

    IX. Analysis, Lessons & Criticism

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    ADDRESS NANNY STATE

    Also, it can be argued that the industrys lack of traction on repelling what they viewed as

    an assault on their most vital communication link to their customers was the result of being caught

    seemingly flat-footed in the first few weeks of the debate and that rendered them unable to mount

    an effective pushback in subsequent months. As is the case in political fights, the failure to launch an

    assertive response at the beginning of engagement is often fatal especially when initial popular

    support is likely not to be on your side. Beyond allowing your opponent to start galvanizing public

    opinion, a delay can cause the media to downgrade any such fights as unworthy of front page

    attention. In fact, it is not unusual for a group to launch a pre-emptive strike even before a proposal

    is formally announced in hopes of gaining an upper hand once the debate formally begins.

    In this case, the fast food industry initially chased the wrong the target, were divided

    between those restaurants who were not opposed to labeling, but wanted control over how to

    display it (such as Wendys), versus those which were simply not interested in voluntarily

    participating in the first place.

    X. Conclusion

    New York Citys successful development and implementation of its calorie-labeling law is an

    example of how local government can execute strong policy goals that can achieve public health

    benefits. In this case, a number of factors can be cited for the proposals success: the clear objectives

    set from the outset by Commissioner Frieden and the Health Department; setting realistic and

    attainable requirements for the restaurants affected; conducting considerable research on the

    proposal well before publicly discussing them; strong political backing throughout the process by

    from Mayor Bloomberg; a willingness to circumvent potential political gridlock by utilizing existing

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    regulatory authority rather than seeking city council approval; and maintaining the momentum to

    finalize the amendment, even while navigating legal hurdles that required redrafting the rule.

    Additionally, as Commissioner Frieden has since noted, given the political clout of the fast

    food industry, it is not surprising that an appointed body (the Health Department), rather than

    elected one (the City Council), was the first in the nation to mandate calorie-posting. Despite the

    efforts by some council members to assert jurisdiction and offer a business friendly compromise, the

    Bloomberg administrations political deftness quashed the effort before it could build any

    momentum.

    Also, there is no doubt that the decision by the NYSRA to challenge the original proposal in

    the court was a key factor in the Bloomberg administration emerging from the process with a

    stricter, more expansive, and fairer rule that placed a mandate on all chains, rather than a portion of

    them. Without the courts intervention, it is possible that a large number of restaurants would have

    exempted themselves from the posting mandate (by no longer offering voluntary nutritional

    information) and rendered the final regulation relatively toothless and ineffective, leaving many of us

    to wonder how the Health Department managed to fumble away its chance to add another tool to

    combating the obesity epidemic. Instead, New York Citys success proved to be a model for other

    states and localities, and eventually a similar provision to mandate calorie-labeling nationally found

    its way into the landmark federal health care bill that President Obama signed into law in 2010,

    which the FDA is currently finalizing.

    As one would fully expect of any controversial public policy proposal, the original calorie-

    labeling amendment did change as it weaved its way through the approval process. It encountered

    obstacles, entrenched moneyed interests, lawsuits, as well as pressure from advocacy groups which

    pushed for the strictest possible regulation. However, in each instance of modification, the original

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    proposal became stronger, tighter, and stricter. It morphed from being voluntarily applied to

    becoming a mandate on all chain restaurants. Also, while the first iteration allowed restaurants to

    propose an alternative mechanism for display of calorie information, the final regulation removed

    that option and simply mandated how it was to be done.

    Throughout this process, the Health Department, and the Bloomberg administration, was

    unbowed by the tumult and methodically plodded ahead, seemingly to remain a step or two ahead of

    its opponents at all times, who often appeared flat-footed against the bulldog efforts of

    Commissioner Frieden and his team. They launched the original proposal with a punch (and kept

    punching throughout), kept elected officials who might try to tinker with the proposal (or took

    campaign money from the fast food industry) at bay, did not dither after the initial setback in the

    courtroom, and they made sure to incorporate public opinion into their broadside efforts against the

    opposition (CITE FRIEDEN COMMENT RE ASHAMED OF THEIR FOOD PRESS RELEASE).

    The steadfast backing at all stages by Mayor Bloomberg cannot be underemphasized. As the CEO of

    the City of New York, any hesitation by Bloomberg during some of these crucial phases might have

    provided critically needed oxygen for opponents looking for a way back into the game. They never

    got it.

    Substantively, there is good reason to believe that the effectiveness of the calorie-labeling

    law in the long term will prove to be less about the food choices that consumers make, than about

    the fast food industrys decisions to provide healthier options and more reasonable portion sizes in

    the face of sticker shock from consumers who had no idea that a typical combination meal itself

    contains more than half the calories required for an entire day. The evidence is undisputable that

    such changes are being made. The question is whether this trend continues.

    Works Cited

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    1 Dr. Thomas Frieden served as Commissioner of New York Citys Department of Health and Mental Hygiene formore than seven years beginning with his appointment by Mayor Michael Bloomberg in January 2002. On May 15,2009, President Barack Obama named Frieden the 16th director of the Centers for Disease Control and Prevention(CDC).

    2 The Dept. of Health simultaneously announced the calorie-labeling proposal along with another amendment tothe health code which would phase-out the use of trans fats in New York City restaurants. Unlike calorie-labeling,the trans fat ban garnered considerably less opposition and was enacted and implemented several months later.