Tools for implementing state-level school-based obesity prevention legislation: Lessons from Maine's ban on junk food and beverage marketing in schools

Background: Food and beverage marketing directed toward children may be an important contributor to childhood obesity rates. In 2007, Maine became the first state to pass comprehensive legislation limiting junk food and beverage (JFB) marketing on K-12 public school campuses. Toolkits are commonly used as a way to compile a concise set of information and resources to help facilitate the implementation process for a specific initiative such as new legislation or regulations. Methods: A case study research approach was used to identify resource needs for more comprehensive implementation and enforcement of Chapter 156, Maine's school JFB marketing ban. Individual tools to address these needs were identified through a review of research and grey literature databases, individual websites, and key informant interviews. Findings: Tools to meet six resource needs for Chapter 156 implementation and enforcement were identified: 1) information and technical assistance activities for the law, 2) an assessment tool to identify school JFB marketing, 3) information on other schools' experiences making changes to JFB marketing, 4) countermarketing resources, 5) alternative fundraising opportunities, and 6) information on raising parent and community awareness around school JFB marketing. Conclusions: Statewide restrictions on school JFB marketing can contribute to the development of school environments that support healthy eating. The Maine experience suggests that tools are needed to improve school compliance with legislation banning JFB marketing in the school setting. Tools identified in this study can be tailored to other communities that have adopted similar regulations and legislation to address JFB marketing in schools.