Walt Disney Co. plans to curb the advertising of junk-food on its television and radio programs and online content aimed at children, the company said Tuesday. Disney's new advertising standards, to be implemented by 2015, will require "all food and beverage products advertised, sponsored or promoted" on Disney-owned media outlets including Disney Channel, Disney XD, Disney Junior and Radio Disney to meet nutrition guidelines that emphasize reduced fat, sodium sugar and calorie consumption, and promote the intake of fruit and vegetables, the company said in a statement Tuesday. Disney Channel doesn't carry product advertisements. Disney, which owns the ABC network as well as Disney Channel and ESPN, launched a companywide initiative in 2006 to phase out promotion of junk food to kids and at its theme parks, but the program stopped short of any impact to its advertising practices. The company has since allowed its characters and brands to be used only on child-focused products that meet certain guidelines in terms of calories, fat, saturated fat and sugar. "We've taken steps across our company to support better choices for families, and now we're taking the next important step forward by setting new food advertising standards for kids," Chief Executive Robert 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." Mr. Iger was to announce the program Tuesday alongside First Lady Michelle Obama, who called it a "game changer." "This is a major American company -- a global brand -- that is literally changing the way it does business so that our kids can lead healthier lives," she said in a statement. Disney's announcement comes in the wake of another high-profile initiative, New York City Mayor Michael Bloomberg's proposal to limit the sale of large portions of sugary drinks at restaurants, movie theaters and street-vendor carts. The company also plans to highlight healthier items for sale at its theme parks and resorts, in stores and online with the use of "Mickey Check" symbol to indicate the product's nutritional value.
