Portion sizes and beyond--government's legal authority to regulate food-industry practices.

1383 der too close. With strong empirical research, it should be possible to identify which marketing strategies place people at risk or undermine their health, as well as to quantify the magnitude of risk. This kind of knowledge should be applied in informing regulations that could govern the design and placement of foods in retail outlets to protect consumers. We need to test new approaches to risk reduction that do not place additional cognitive demands on the population, such as limiting the types of foods that can be displayed in prominent end-of-aisle locations and restricting foods associated with chronic diseases to locations that require a deliberate search to find. Harnessing marketing research to control obesity could help millions of people who desperately want to reduce their risks of chronic diseases.