Walt Disney (NYSE:DIS) is taking a stand for children’s health.
The company will announce new restrictions on food advertising carried on children’s programming on its TV and radio outlets, becoming the first media outlet to ban junk food ads from its broadcast programming, USA Today says.
The new rules would ban all commercials promoting food products that fall outside careful set dietary standards by 2015. Only low-calorie foods with reduced sugar, salt and fat content will be advertised on children’s shows.
An official announcement of the new restrictions will be made today at an event in Washington, D.C., featuring Disney CEO Robert Iger and First Lady Michelle Obama.
The company initiated a shift toward healthy foods back in 2006 when it banned junk food aimed at children at its amusement parks, and opted to associate its branded characters only with healthy foods.
At the time, the company did not put any restrictions on advertising at its various TV networks, which include ESPN, Disney XD, Disney Channel, ABC and Disney Radio.
Health experts cited by USA Today hailed Disney’s decision and called on other children-oriented TV channels, like Viacom‘s (NASDAQ:VIAB) Nickelodeon and the Time Warner‘s (NYSE:TWX) Cartoon Network, to follow suit.