Failing to pass in California, Prop 37 would have mandated that all food be labeled if it had any genetically modified food in it. The reasons it failed are complicated; but it basically comes down to that way in which it was written. On the one hand, people thought labeling would protect consumers. On the other hand, genetically modified foods have not been proven to have any side effects. Labeling for GMOs would spread fear.
Label it Yourself is a decentralized, grassroots organization promoting subversive labeling at local grocery stores: The initiative told Ad Age, “We worry we are being denied the basic right of knowing what is in our food so as to be able to make our own decisions about what we eat. If there is nothing to hide, then why hide it, right? And if there is something to hide, then the vandalism done to our bodies as a result of eating this stuff is much worse than the honest labeling of a product.”
Alex Bogusky, ad man turned activist, joined the group after California failed to pass a law that would require genetically modified foods to be labeled as such. Visitors can go to the ‘Label It Yourself’ page and print out stickers to take to their grocery store to label foods. Note: Bogusky did not start the campaign, but lends a big voice to the issue.