Goal: The value of self-regulation to society, industry and individual firms is a given. Self-regulation is a valuable tool for industry but one which is difficult to agree on and implement. An An important goal for most self-regulatory schemes is the preemption of formal regulation. To achieve this, the self-regulatory scheme must be sufficiently strong and must gain acceptance/coverage within the industry. A second problem regarding acceptance is confidence in the administration of the self-regulatory scheme. Thus, the design needs to be generally compatible with firm and industry interests: individual firms must be willing to conform to self- regulatory actions against their short-term interest, in a belief that the success of self-regulation will be beneficial in the long term. With these learning goals in mind, turn to page 11 of the case: "Revising CARU's Guidelines?" There are a couple of paragraphs in that section. As the first meeting of the working group chaired by Jodie Bernstein approached, managers at General Mills needed to decide how to address the childhood obesity epidemic and respond to demands for stronger self-regulation. This decision involved a grappling with a series of complicated questions. How might industry's model of self-regulation continue to grow and evolve in the future