"Soda industry touts school ban to quiet obesity critics," reads the PR Week headline on a story outlining the soft-drink industry's latest defensive move in response to national concerns about childhood obesity. PR giant Porter Novelli [3] is working with the American Beverage Association [4] to promote the trade group's recently announced school vending policy [5]. The voluntary code recommends some limits on the sale of sugary carbonated beverages in schools, but still allows for sales of juices and sports drinks. According to PR Week, Porter Novelli "will assist [ABA] in talking about the new policy with educators, parents, legislators, regulators, and other groups interested in school nutrition issues." The group has already run full-page ads in The New York Times, The Washington Post, and USA Today publicizing its new policy. Porter Novelli also worked on developing the U.S. Department of Agriculture's Food Guide Pyramid [6].