ADVERTISING. New Disney Rules Limit Character Use in Kids' Foods

New Disney Rules Limit Character Use in Kids' Foods

By Ira Teinowitz

The Walt Disney Co. on Monday unveiled new licensing guidelines limiting most representation of its characters in children's foods to healthier offerings.

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The move is one of the biggest efforts yet from marketers and media companies, who have come under increasing attack by lawmakers who say such marketing is contributing to increased childhood obesity, charges the companies vociferously deny. Some consumer groups called for Disney to go further and impose limits on the kinds of kids' food products that can be advertised on the ABC Network.

FULL ARTICLE AT http://www.tvweek.com/news.cms?newsId=10897

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