From what I hear, it was Hershey’s that proposed and pushed a petition to the FDA to allow for the re-formulation of chocolate to allow for using any vegetable oil rather than the cocoa butter naturally found in chocolate. (From Chocolate News)
Chocolate is supposed to have only cocoa butter as fat. Otherwise it can't be called chocolate. As far as oils go, good quality cocoa butter is expensive. Hershey is proposing to make their chocolate even crappier by taking the chocolate out of it. Pretty soon, if Hershey has their way their chocolate will only be artificially chocolate flavored pieces of processed junk. The laundry list of ingredients in a Hershey bar already includes artificial flavoring (vanillin) and coloring. There is almost nothing that isn't artificial in a Hershey bar except the cocoa solids, and even those are low quality.
Which is funny because their commercials advertise them as being 'pure.' This ad actually makes me sick to my stomach when I watch it, but I'll post it to prove its irony.
Guess that's the same as the Wendy's ads that claim they're "not fast food."