Falling Star

Perhaps Proposition 37, California’s GMO labeling initiative, isn’t such a sure thing after all. On the heels of a major advertising blitz by opponents, a new poll shows support for the initiative plummeting.

The poll by the Pepperdine University School of Public Policy and the California Business Roundtable, puts support among likely voters at just 48 percent, with 11 percent undecided. (A September Los Angeles Times poll had California voters favoring Prop 37 by a 2-to-1 margin.)

Proposition 37 would require labeling of foods containing genetically modified ingredients, although many foods, including fresh meat, would be exempted. Citing overwhelming evidence that GMO products are safe, the food industry and other opponents say GMO labeling is unnecessary and will needlessly drive up consumer food costs. 

Kathy Fairbanks, a spokeswoman for the No on 37 Campaign, credited the drop in support to a combination of television advertising, news stories and editorials opposed to the initiative. “The more people learn about Proposition 37, the less they like it,” she said, according to news reports.

Californians vote on Prop 37 on November 6.