Udell and Mehta (2008) and Evans, Renaud, and Kamerow (2006) maintain that public attitude and beliefs towards childhood obesity have a direct impact on the affects of food advertising. Over the course of three years, researchers examined the subject of obesity in newspapers and concluded that food advertising, as it relates to childhood obesity, was referenced most followed by an accumulative resolution of restrictions on advertising (Udell and Mehta 2008). Some argue, however, that any restrictions would have catastrophic financial consequences and violate freedom of speech (Udell and Mehta 2008). In fact, it has been estimated that the fast food industry suffered a lost revenue of as much as 800 million US dollars in 2010 (Dhar and Baylis
