Disney Restricts Junk-Food Ads on Cable, ABC Saturday Morning and Online

No Added Sugar in Most Juice, Please

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Walt Disney Co.is restricting junk-food advertisements during its children's TV and radio shows and on its websites, the media giant said Tuesday morning.

The icon that Disney will make available to certain food and menu items
The icon that Disney will make available to certain food and menu items

The new rules, which build on guidelines Disney announced in 2006 ending the licensing of its characters to unhealthy food products, mean Disney will no longer accept sponsorships or advertisements for foods that don't meet its guidelines for its Disney Channel, Disney XD, Saturday -morning programming on ABC-owned stations, kids' radio and online properties.

The nutrition guidelines are aligned to federal standards, promote fruit and vegetable consumption and call for limiting calories and reducing saturated fat, sodium and sugar, the company said in a statement.

Snacks shouldn't have more than 150 calories per 1-ounce serving, for example. Juice shouldn't have more than 140 calories per 8-ounce serving; added sugar is only allowed for cranberry juice, up to 5 grams in a serving.

The new guidelines come as food and beverage marketers are gearing up to fight New York City's proposed ban on large sugary drinks.

"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," CEO Robert Iger said in a statement. The guidelines will go into effect in 2015 when existing advertising agreements expire.

In addition to banning advertising, Disney will also introduce a "Mickey Check" tool, an icon that marketers can use in packaging for qualifying food and menu items.

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CORRECTION: An earlier version of this article said Disney's guidelines apply to ABC Saturday -morning cartoons; the guidelines do apply to ABC's Saturday -morning programming block, but those shows are live action, not cartoons.

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