New York City wants to ban super-size soft drinks

You would have thought that all Americans are overweight hulks, straddled with so much fat that they cannot see their own toes - that's the impression one gets from following the news. Recent studies have shown that almost two thirds of the country's population are overweight or obese. Availability and advertising seem to contribute to this problem. Limiting both appears to be the answer. In New York City, the mayor Michael Bloomberg wants to prohibit licensed food service outlets from selling containers bigger than 16 ounces, roughly half a litre, of high-calorie drinks like cola, lemonade and punch. This is part of the mayor's plan to fight obesity announced in late May 2012.

The proposal only needs to win approval from one government body to become law. A formal vote whether to approve the measure isn't scheduled to take place until 13 September 2012, but several politicos think the city should press further and also limit portion sizes of other popular high-calorie foods.

A public hearing is scheduled for 24 July 2012. Revisions are still possible, but opponents clearly face an uphill fight. Although many New Yorkers think the ban is a bad idea, there are few reasons to oppose the rule from a public health perspective.

Here are the killer facts: Obesity kills 5,800 people every year in New York City, considerably more than the number of U.S. troops who died in the entire Iraq war, the city's health department said. Diabetes, a disease that can be linked to obesity, kills an additional 1,700 people. Another 2,600 are hospitalised for limb amputations necessitated by complications from diabetes.

City health officials estimate that treating health problems caused primarily by obesity in New York City costs USD 4 billion per year.

By the way, alcoholic beverages would be exempt from the law, as would natural fruit juices. Also the rule wouldn't apply to grocery stores, except for some that also serve enough prepared food to be inspected by the city.

So here's the loophole: buy a few bottle of sugary drinks and gulp them down in the privacy of your home where the health officials cannot see you.

In the meantime, over in Hollywood, The Walt Disney Company said in early June 2012 that it will be the first major media company to ban advertisements for certain foods during children’s viewing hours. The company, which runs TV and radio stations, as well as its famous theme parks, says it is setting new standards in an effort to tackle the country's growing problem of childhood obesity.

Inevitably, the BBC commented, there is scepticism about Disney's move. The new rules won't come into effect for another three years and much will depend on how Disney actually defines junk food. In actual fact, losses to Disney's advertising revenues should be minimal. That's why Disney's move could also be seen as another clever PR stint.

But, no doubt, in the U.S. war on sugar and fat is in full swing.