The Walt Disney Corporation is taking aim at childhood obesity by ensuring that all advertising on programming for children meets a strict new set of nutritional guidelines.
That means that a wide range of products, from sugary breakfast cereals and juice drinks to candy and fast food, will no longer be allowed to advertise on its TV channels, radio stations, or web sites.
Disney CEO Bob Iger announced the plan Tuesday at a press conference with first lady Michelle Obama, who called the announcement a "game changer."
"Just a few years ago if you had told me or any other mom or dad in America that our kids wouldn't see a single ad for junk food while they watched their favorite cartoons on a major TV network, we wouldn't have believed you," Mrs. Obama said.
Margo Wootan, nutrition policy director at the Center for Science in the Public Interest, said she hopes Disney's decision will motivate other companies to follow suit.
"Disney's announcement really puts a lot of pressure on Nickelodeon and Cartoon Network and other media to do the same," she said.
Iger admitted that the company might lose some advertising revenue, at least in the short term. But he said he hopes companies will eventually create products that meet the new health standards.
Existing advertising agreements mean the new guidelines will not go into effect until 2015.