Other factors were also pushing the public toward a belief in the evils of dietary fat and cholesterol that the medical-research community itself still considered questionable. The American Heart Association revised its dietary recommendations every two to three years and, with each revision, made its advice to eat less fat increasingly unconditional. By 1970, this prescription applied not just to those high-risk men who had already had heart attacks or had high cholesterol or smoked, but to everyone, “including infants, children, adolescents, pregnant and lactating women, and older persons.” Meanwhile, the press and the public came to view the AHA as the primary source of expert information on the issue.

The AHA had an important ally in the vegetable-oil and margarine manufacturers. As early as 1957, the year Americans first purchased more margarine than butter, Mazola corn oil was being pitched to the public with a “Listen to Your Heart” campaign; the polyunsaturated fats of corn oil would lower cholesterol and so prevent heart attacks, it was said. Corn Products Company, the makers of Mazola, and Standard Brands, producers of Fleischmann’s margarine, both initiated programs to educate doctors to the benefits of polyunsaturated fats, with the implicit assumption that the physicians would pass the news on to their patients. Corn Products Company collaborated directly with the AHA on releasing a “risk handbook” for physicians, and with Pocket Books to publish the revised version, in 1966, of Jeremiah Stamler’s book Your Heart Has Nine Lives. By then, ads for these polyunsaturated oils and margarines needed only to point out that the products were low in saturated fat and low-cholesterol, and this would serve to communicate and reinforce the heart-healthy message.

This alliance between the AHA and the makers of vegetable oils and margarines dissolved in the early 1970s, with reports suggesting that polyunsaturated fats can cause cancer in laboratory animals. This was problematic to Keys’s hypothesis, because the studies that had given some indication that cholesterol-lowering was good for the heart—Seymour Dayton’s VA Hospital trial and the Helsinki Mental Hospital Study—had done so precisely by replacing saturated fats in the diet with polyunsaturated fats. Public-health authorities concerned with our cholesterol dealt with the problem by advising that we simply eat less fat and less saturated fat, even though only two studies had ever tested the effect of such low-fat diets on heart disease, and they had been contradictory.

It’s possible to point to a single day when the controversy was shifted irrevocably in favor of Keys’s hypothesis—Friday, January 14, 1977, when Senator George McGovern announced the publication of the first Dietary Goals for the United States. The document was “the first comprehensive statement by any branch of the Federal Government on risk factors in the American diet,” said McGovern.