The guide­lines would have strict­ly lim­it­ed which foods could be mar­ket­ed towards youth — exclud­ing even peanut but­ter — but would also have been, yet again, entire­ly vol­un­tary. Lob­by­ists for the food indus­try pushed back, argu­ing that the rules would “vir­tu­al­ly end all adver­tis­ing” towards those younger than 18. The reg­u­la­tions stalled in Con­gress, and were just last week “killed for good,” Har­ris says, with a sin­gle sen­tence in the 2014 omnibus spend­ing bill.