The Walt Disney Company is to ban commercials for foods that fail to meet the group’s nutritional standards.

Disney said yesterday (5 June) its new advertising code aligns it with federal standards that aim to tackle the obesity epidemic in the US by promoting healthy eating and reduce the amount of salt, sugar and saturated fat consumed in the country.

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The new guidelines set limits on the calories, fat and added sugar contained in mains, sides and snacks. These guidelines will be applied to foods sold through retail and foodservice channels.

Foods that fail to meet Disney’s standards will not feature on Disney television, radio and online programs intended for children under the age of 12.

Disney is launching its own “Mickey Check” label to help promote healthier foods. The company plans also to air public-service style announcements promoting healthy eating and exercise, the group revealed.

Its new advertising guidelines will come into effect in 2015, the firm said.

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The move comes amid growing pressure for action to be taken to curb the growing obesity epidemic in the US and follows the decision by New York City to ban jumbo sugary drinks.

Margo Wootan, nutrition policy director at the Center for Science in the Public Interest, said the move puts Disney “ahead of the pack” and called on Cartoon Network and Nickelodeon to follow suit.

The CSPI also suggested food companies need to increase their commitment to reduce the advertising of unhealthy foods to children.

Sixteen food and drink companies have signed up to the voluntary Children’s Food and Beverage Advertising Initiative, a self-regulatory programme drawn up by the industry. Since 2003, this has resulted in only a “modest” decrease in the marketing of junk food to children, the CSPI claimed.

“As a nation, all companies should be working toward promoting only healthy food through all forms of child-directed media,” Wootan said.