As Its Lead Dissipates, Prop 37 Advocates Launch TV Campaign

CALIFORNIA With Californians divided on whether mandatory labeling of genetically engineered food is a good idea, the campaign in favor of Proposition 37 has introduced a major TV ad purchase to persuade voters the measure makes sense.

"We absolutely have a right to know if our food comes from nature, or if it was genetically engineered in a lab by companies like Monsanto and Dow," said Stacy Malkan, media director of the Yes on Proposition 37 campaign, in a statement.

The advertising blitz was launched after a USC Dornsife/Los Angeles Times poll found support for the measure has plunged over the last month. Forty four percent of voters now support Prop 37 while 42 percent oppose it. Fourteen percent of the electorate are undecided or unwilling to take a position, the Times reported.

Just a month ago, sixty one percent of registered voters supported Prop 37 while only 25 percent of respondents opposed it, a previous USC Dornsife/LA Times poll found.

It's obvious spending by the campaign against the labeling measure has made a big difference. Opponents have contributed $41 million while proponents have only reported $6.7 million in contributions, according to the Times.

Critics of the measure claim it includes exemptions for special interests and will result in increased food costs as well as a mountain of frivolous lawsuits.