Tony the Tiger and Toucan Sam can rest easy. Government officials fine-tuning guidelines for marketing food to children say they won’t push the food industry to get rid of colorful cartoon characters on cereal boxes anytime soon.

This summer WORLD reported on the proposed government guidelines for the food industry, which included setting maximum levels of fat, sugars, and sodium, and asked food companies not to market foods that go beyond those parameters to children ages 2 through 17. The guidelines would also apply to ads on television, in stores, and on the internet.

On Wednesday, at a House hearing, officials backed off the part of the proposal applying to food packaging and store displays. The food industry lobbied against the voluntary guidelines, saying they are too broad and would limit marketing for many foods, including some yogurts and children’s cereals.

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