After lobbying efforts by environmental groups and alarms raised by physician and television personality Dr. Mehmet Oz, the FDA is taking steps to limit the amount of arsenic allowed in apple juice. The "level of concern" has been lowered from 23 parts per billion to 10 parts per billion. FDA Commissioner Dr. Margaret Hamburg told The Associated Press,
"Overall the supply of apple juice is very safe and does not represent a threat to public health. We decided to put forward this proposed action level to give guidance to industry and to assure ongoing safety and quality."