Disney to banish junk-food ads from kid shows

Health » It is the first major media company to ban such ads for TV, radio and websites targeting children.

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The company on Tuesday also introduced its "Mickey Check" seal of approval for nutritious foods sold in stores, online and at its parks and resorts.

"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," Iger said.

It isn’t the first time a major company is pledging to improve marketing to children.

In 2006, the Better Business Bureau and major food companies launched the Children’s Food and Beverage Advertising Initiative, which is intended to encourage healthier food choices.

Sixteen companies including Burger King Corp., Campbell Soup Co., The Coca-Cola Co. and Mars Inc. have signed up for the initiative.

The initiative calls for participating companies to ensure by 2014 that all advertising aimed at children are devoted only to better-for-you foods, as established by government standards.

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