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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 Web sites aimed at children, according to sources with knowledge of
the plan.
A Mickey
Check identifies products
that meet Disney’s nutrition standards.
|
Disney Chief
Executive Bob Iger and first lady Michelle Obama plan to make an announcement
on Tuesday in Washington, the sources said.
The United
States faces an obesity epidemic. Nearly one-third of US 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.
A Disney
spokeswoman declined to comment on Tuesday's announcement.
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.
The guidelines
set limits on the amount of calories, fat and added sugar for main and side
dishes and snacks.
Last year,
top US 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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