Disney junk-food ad ban latest move to slim U.S. kids

Media and entertainment giant Walt Disney Co's new steps to limit junk food advertising on TV shows geared toward children is the latest salvo in the nation's fight against childhood obesity. But it left critics questioning whether the moves were enough to cut the growing waistlines of U.S. youth.

The new initiative, announced on Tuesday in a high-profile event featuring first lady Michelle Obama, will end some junk-food advertising on Disney television, radio and online programs intended for children under the age of 12.

Disney is also launching its own "Mickey Check" label for food it deems to be nutritious to help promote certain healthier foods in grocery stores and other retailers.

The plan follows New York City's recent proposal to ban jumbo-sized sugary drinks. The growing campaign - ranging from voluntary industry action to government and policy steps - aim to curb consumption of high-calorie, low-nutrition foods that play a role in the nation's obesity epidemic.

The Disney announcement confirmed details sources gave Reuters on Monday and landed amid increasing pressure on the food and beverage industries to promote healthier products.

The new guidelines, which start in 2015, set limits on the number of calories and amount of fat and added sugar for main and side dishes and snacks. Kraft Foods Inc's Oscar Mayer Lunchables and Capri Sun products, for example, would not make the cut, Disney said.

But some health advocates criticized Disney's efforts, saying they would do little to shift children's eating habits and would not be implemented soon enough.

"Three more years is a really long time," said Josh Golin, Associate Director for Campaign for a Commercial-Free Childhood.

The move was welcomed by Obama and other health advocates for putting the might of the $41 billion company behind fighting obesity in children and teenagers.

Nearly one-third of U.S. children are overweight or obese, and research shows youth are increasingly being diagnosed with Type 2 diabetes and other chronic diseases related to obesity that were once thought of as only adult conditions. Data has shown junk food ads as one major contributor to the problem.

Obama, who has championed healthier eating and exercise habits as part of her "Let's Move" initiative, and Disney Chief Executive Bob Iger both said they hoped the Disney effort would spur other food and beverage companies to do more.

Various industry groups representing food and beverage makers said their members already take steps to limit promotions to children under 12.

The Grocery Manufacturers Association, echoing the sentiment of other industry groups, said its members welcome Disney's announcement and "enthusiastically support" Obama's initiative.

Last year, top U.S. food and drink makers including Kraft Foods, Coca-Cola and Kellogg Co agreed to industry-created voluntary nutrition guidelines for products marketed toward children under the age of 12. But the food, beverage and restaurant industries as a whole have successfully fought most government oversight on food advertising to children.