Could A "Heart Healthy" Logo Backfire?

It seems some New Zealander's think it might contribute to obesity:

The Heart Foundation's campaign includes about 1000 food products that are low in total fat, saturated fat, sugar and sodium, and sometimes higher in fibre. Companies pay thousands to have their product go through the evaluation process before being able to wear the tick (logo).

The Obesity Action Coalition says many people who see the tick wrongly believe it means they can eat as much of the product as they want. Chairperson Bronwyn King says some smaller companies cannot afford to put their potentially healthier products through the assessment process.

Anyone know what the American Heart Association charges for their "heart healthy" logo to be used on package labeling here in the US?

Oh, you mean it's not free?

-Wes