Since moving into the Oval Office, President Obama has been vocal that Americans need to stop eating junk food.  Recently, he made moves towards preventing fast food companies from targeting their advertising towards children.

Now it appears that he's facing opposition.

Advertisers, broadcasters, grocers and food manufacturers are pushing back on a proposal that would set voluntary guidelines restricting what foods can be advertised on television.

Many cereals, energy drinks and even some milk would be banned from the airwaves under the administration’s suggested guidelines. Industry groups are strongly lobbying the administration to rescind them.

Opponents worry about the growing scope of government regulation.

The restrictions are voluntary, but industry groups worry that they will one day become mandatory, or that the agencies will use the regulatory control they have over them in other areas — such as broadcasters’ licenses — to make them de facto mandates.