It’s an article of faith among consumer goods companies that the best way to create long-term customers is to get them while they are children. Companies from McDonald’s to Apple Computer to Coca Cola have long followed this dictum, with great success.

The big pharmaceutical companies have begun to catch on, with significant success of their own, getting children onto drugs for attention deficit disorder and depression. Now, though, they are ramping up big time, as they encounter safety and government approval problems for their adult products.

Like a lot of people, I did a double-take as I half-listened to the national news last night. The big story was about a recommendation by the American Academy of Pediatrics (“Academy” sounds so official and scientific) that children as young as eight years old could be candidates to take statins for countering high cholesterol readings. These are the drugs that produce liver problems and muscle weakness in many adults.

I gave the program my full attention as anchor Charles Gibson quizzed Dr. Timothy Johnson, the Marcus-Welby-like guru doctor, and actually asked one penetrating question. “Will children who take statins have to take them for the rest of their lives?” Dr. Johnson seemed taken aback, stumbled a bit, since doctors tend not to think in such terms. After all, the Academy is the Academy.

“Well, yes,” he finally said.

(The segment I saw seems not to be available on the ABC News site, which has other items about this medical development.)

The other part of this story is that some kids as young as age one are being encouraged to consume low-fat milk. Seems even the pediatricians have long recommended whole milk for kids until at least age three.

How can physicians, who take an oath to “do no harm,” countenance such mass-scale drug taking for children using drugs that have been shown to have serious side effects for adults? They say that initially the statins will only be used on children with very high cholesterol readings, and a family history of heart problems. But we all know where this all ultimately leads—to wider and wider dissemination, as the “standards” are adjusted to encompass more and more children.

I had a physician explain how they rationalize it longer term. In their view, most people won’t take the life-style steps in terms of diet and exercise to improve their health (even allowing for the fact that there’s much disagreement on just what the diet steps should include). So doctors are simply responding to our instant-results, convenience-oriented society, and trying to alleviate a crisis situation.

The doctors seem to forget, in all their rationalizations, that they are simply the distribution network for the drug companies.