The battle over food marketing isn’t new. In an attempt to stave off the voracious appetite of the food police in government and the “public health” arena, companies have been self-regulating. But, with the announcement that the federal government is going to issue regulations severely diminishing the marketing choices of the nation’s food and beverage businesses that appeal to kids or teens, the battle for parental rights and consumer freedom has escalated.

So how will the food makers respond to the latest development? According to the Washington Post, they aren’t rolling over:

The food and advertising industries are pushing back against an Obama administration proposal that calls for food makers to voluntarily limit the way they market sugary cereals, salty snacks and other foods to children and teens.

From yogurt makers to candy manufacturers, they lined up Tuesday to tell regulators that the first-ever proposed guidelines for marketing to children would not stop the childhood obesity problem but would certainly hurt their businesses and abridge their right to free speech.

The guidelines, ordered by Congress and written by a team from the Federal Trade Commission, the Food and Drug Administration, the Centers for Disease Control and Prevention, and the Agriculture Department, ignited a debate about the role of marketing in soaring obesity rates among children.

“I can’t imagine any mom in America who thinks stripping tigers and toucans off cereal boxes will do anything to reduce obesity,” said Scott Faber, a vice president at the Grocery Manufacturers Association, which represents food makers and retailers.

While shouting it’s for the good of America’s children, the government is softly whispering to companies: Either change your product to conform to the food police myths . . . or lose your ability to effectively market your products. News flash to the food police: When it comes to the marketplace, it’s up to consumers not government to decide who succeeds and who fails. And, when it comes to our kids, parents not government call the shots.

It’s encouraging to see the food industry take a decisive stand against regulations. Parents and consumers need to vocally join them. Share your comments on Facebook and Twitter.