Nov. 16, 2001 -- Witchcraft and wizardry, magic and mystery -- this weekend marks the opening of Harry Potter and the Sorcerer's Stone. Kids across America are crazy with anticipation.

Ask Susan Dolensky whether her 12-year-old son Joey is excited. "He's read all four books several times," says the Atlanta mom. "I've already bought our tickets online."

But there's a big upset over an advertising campaign linked with the movie -- a brouhaha that even Harry's magic wand may not dispel.

Thanks to Coca-Cola's marketing wizards, Coke has exclusive global rights to this Harry Potter movie, possibly the sequels, too. Where you see Harry, you'll likely see Coke.

It's an arrangement that has public-health watchdogs up in arms. At the heart of the issue: childhood obesity is at epidemic proportions, with studies and statistics showing soft drinks as the primary cause.

"This is the tubbiest generation in history, and kids hardly need more encouragement to consume calories -- but that's what Coca-Cola is doing," says Michael Jacobson, executive director of the Center for Science in the Public Interest, or CSPI, a Washington-based non-profit group that focuses on health and environmental issues.

CSPI has spearheaded a SaveHarry.com campaign aimed at ending Coca-Cola's use of "Harry Potter" to market junk food to kids.

"We think it's a shame that this wonderful literary creation and now movie is being used to encourage kids to drink liquid candy, junk food, pure calories," Jacobsen tells WebMD.

Statistics show the soaring consumption of soft drinks has roughly doubled in the last 20 to 30 years, he says. "Obesity has roughly doubled in kids during over the same period."

Soda also keeps kids away from more nutritious foods -- like milk, says Jacobsen. "The big statistic here is that 25 years ago, teenagers were drinking twice as much milk as soda. Now the ratio has been reversed. Anybody who doesn't see the cause-and-effect relationship is blind to reality."

Girls who drink a lot of soda don't get all the calcium they need, setting the stage for bone fractures and osteoporosis . Dental cavities are another problem. "Fortunately Americans have lower rates of dental cavities than they did 40 years ago, but drinking so much soda pop is like driving with foot on the brake and accelerator at same time," he tells WebMD. "You've got fluoride protecting teeth but soda pop eating away at them."

"The arrangement is betraying Harry Potter fans," says Jacobsen. "Kids, parents, grandparents love the books, will probably love the movie. It's a shame that this creation is encouraging them to drink more pop."

But Coke counters that in the Harry Potter promotion, Coca-Cola is marketing to families -- not to kids, says company spokeswoman Susan McDermott.

CSPI's accusations "devalue the importance of parental involvement in decisions for and with their children," McDermott tells WebMD. "Parents are involved in helping children make decisions about what they read, what movies they see, what their children eat and drink. Balance in what they eat and drink, and helping them achieve balance, is really important in addressing this issue."

She says that at least one study -- funded by the National Soft Drink Association -- finds that there is no relationship between soft-drink consumption and body fat in 12-to-16-year-olds.

Besides, the Harry Potter book and movie are aimed at children above age 10, McDermott says. "That doesn't mean that younger children won't see it, but that's up to the parents."

"Bringing the joy and magic of reading to children through a huge international book distribution program" -- that's the focus of Coke's advertising campaign, she tells WebMD. Over the next few years, the company will give "millions and millions of books to children and schools around the world."

"Harry Potter was borne from the pages of a book, and it has done a lot to excite children and re-invigorate children in terms of reading," McDermott says. "Our program is very much focused on encouraging parents to read with their children."

Even the company's promotional trip is for a family of four to London. "It's very much about putting the whole family together and having a wonderful experience," she says.

"We feel we have legitimate program that we are very proud of, that's helping spread the magic of Harry Potter and getting books into the hands of children around the word," McDermott tells WebMD. "Everything we've done is very much in keeping with respecting the way the author feels about the story and these characters. Harry Potter didn't drink a coke in the book; he's not drinking one in the movie. It wouldn't be appropriate."

Robert Baker, MD, PhD, a pediatric gastroenterologist at Children's Hospital of Buffalo, has read all the Harry Potter books. As a member American Academy of Pediatrics' committee on nutrition , he also has opinions on the Coke controversy.

More than any other "movie deal," the Harry-Coke connection is different, Baker tells WebMD.

"Harry Potter has a direct line to kids," Baker tells WebMD. "They identify more with Harry Potter than characters in other movies."

The AAP will soon release an official statement aimed at getting kids to drink less soda, he tells WebMD. "We think it's a big problem. There has been a huge increase in obesity in kids over the past two decades. That has correlated with a number of changes if dietary habits and physical activity . Kids are increasing the amount of carbohydrates they eat and amount of TV watched." They don't get any exercise to burn it off.

Will Coke's advertising affect the Dolensky kids' consumption?

"I don't allow them to drink a lot of soda anyway," Susan says. "I'm really old fashioned that way. And they don't watch a lot of TV. The kids may have noticed it on the Coke boxes -- we buy some for my husband -- but in my house, I don't think it's made a big impression."

She knows she doesn't speak for all parents. "I know there are a lot of parents who don't monitor their kids like I do."