DALLAS — The American Heart Association is yanking its HeartGuide food labeling program after it failed to get a seal of approval from federal regulators, the association’s president said Monday.

HeartGuide, under development since 1987 and introduced this year, was an attempt by the association to put a comprehensive label on products considered best for preventing heart disease.

Food companies, at a fee ranging from $15,000 to $600,000, could submit their products for testing for cholesterol, sodium and saturated fat contents. Products that met guidelines could be packaged with the HeartGuide seal of approval — a red heart with a checkmark on it.

Under pressure from the U.S. Food and Drug Administration, however, the association said Monday it would drop the labeling portion of the program and concentrate on nutrition education and clearer federal labeling standards.

“The FDA has made it clear it is against third-party endorsements,” said Howard Lewis, the association’s director of health and science news.

“The government’s only concern was that they did not like third party organizations entering into an area where they had legal responsibility.”

“We’re pleased they responded to our concerns,” said FDA spokesman Jeff Nesbit.

The FDA sent a letter to the association Friday saying it could not support the program. That followed a warning letter in February threatening regulatory action after the program was launched in January.

The U.S. Department of Agriculture also refused to let the seal appear on any of the food it regulates, which included meat, poultry and frozen dinners.

Heart association president Myron L. Weisfeldt of Baltimore said the association would revamp the HeartGuide program this summer, focusing on education, “with added emphasis on legislative and regulatory actions” for clearer food labeling.

Consumer groups such as the Center for Science in the Public Interest said they were concerned the labeling would lull consumers into thinking that foods with the seal were good for all disease prevention, not just for heart disease.

It’s believed food low in saturated fat, sodium and cholesterol are best for reducing the risk of heart disease.

“The seal of approval was somewhat narrow,” said Bonnie Liebman, director of nutrition for CSPI. “It looked only at whether the food was good for your heart. Foods like vegetable oils, margarines and some oils, they’re low in saturated fat and sodium, but we’ve been urged to cut back on all fats, not just saturated fats, to reduce the risk of cancer.”

Consumer groups also complained about the fairness of the ratings given the price tag for participating. There was concern that an approved product, made by a company that paid to participate in the program, would be preferred by shoppers over an identical product that was not entered for a seal.

The fees were to be used for a toll-free hotline and nutrition awareness programs, which will continue, the association said.

Weisfeldt said the association was encouraged that the FDA plans to overhaul the government’s labeling program.

“HeartGuide was developed in response to repeated appeals by consumers for more nutrition information,” Weisfeldt said in a statement.