Fresh on the heels of New York City Mayor Michael Bloomberg’s controversial proposal to ban large sodas in the city, Disney is taking measures to curb obesity in children. On Tuesday, the media powerhouse announced it will no longer air advertisements for junk food on any of its TV networks—marking the first time a major media company has confronted the issue of obesity on such a large scale. The ban, which takes effect in 2015, includes sugar-laden cereals along with less-obvious products such as Capri Sun drinks and Kraft’s Oscar Mayer Lunchables. In the meantime, Disney will begin implementing a “Mickey Check” system, which will serve as a seal of approval for Disney-licensed foods that meet the company’s nutrition standards.
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