Disney to stop some junk-food ads on kids' TV

LOS ANGELES - Walt Disney Co, owner of the ABC broadcast network and a suite of cable channels, will stop accepting some junk-food ads on TV programs, radio shows and websites aimed at children, according to sources with knowledge of the plan.

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Disney Chief Executive Bob Iger and first lady Michelle Obama announced the moves on Tuesday in Washington, confirming details sources gave Reuters on Monday.

The move by Disney, which owns the ABC-TV network and a host of cable channels, follows New York Mayor Michael Bloomberg's proposal last week to ban sales of sugary drinks larger than 16 ounces (about half a liter) in most restaurants, theaters, delis and vending carts throughout the city to curb obesity.

The United States faces an obesity epidemic. Nearly one-third of U.S. children are overweight or obese, and a 2006 Institute of Medicine report said junk food marketing contributed to childhood obesity.

The Disney move follows New York Mayor Michael Bloomberg's announcement last week of a plan to ban sugary drinks larger than 16 ounces (about half a liter) in most restaurants, theaters, delis and vending carts throughout the city.

The ban, also aimed at fighting obesity, would affect drinks equivalent to what McDonald's Corp calls small and has incensed food and beverage makers, many of which have agreed to voluntary nutritional measures.

Disney plans to cut advertising during children's programming on its networks such as ABC and Disney XD or its kid-focused websites for foods that fail to meet minimum nutrition requirements, the sources said.

The media and entertainment conglomerate introduced voluntary guidelines in 2006 that prohibited licensing of Mickey Mouse and other Disney characters for foods that fail to meet minimum nutrition the requirements.

"We're taking the next important step forward by setting new food advertising standards for kids," Iger said in a statement.

"The emotional connection kids have to our characters and stories gives us a unique opportunity to continue to inspire and encourage them to lead healthier lives," he said.

The guidelines set limits on the amount of calories, fat and added sugar for main and side dishes and snacks.

The new guidelines, which take effect in 2015, set limits on the number of calories and amount of fat and added sugar for main and side dishes and snacks.

"Disney's announcement is welcome news to parents and health experts concerned about childhood obesity and nutrition," said Margo Wootan, nutrition policy director at the Center for Science in the Public Interest.

"This puts Disney ahead of the pack of media outlets and should be a wake-up call to Nickelodeon and Cartoon Network to do the same," said Wootan, whose organization has lobbied for better nutrition standards for food eaten by children.

Last year, top U.S. food and drink makers including Kraft Foods, Coca-Cola and Kellogg Co agreed to voluntary nutrition criteria for products advertised to children.

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