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MUMBAI: In an attempt to promote lifetime health and
wellness for children and families, Cartoon Network
announced newly formalized food and beverage-related
guidelines that will regulate use of its licensed characters.
They also pledged to develop new programming integrating
positive messages regarding nutrition and activity.
These
newly-adopted guidelines, developed primarily from nutritional
standards for children for food in schools, are issued
by the Institute of Medicine (IOM) and the U.S. Dietary
Guidelines. Also in consultation are nutritional experts,
Bonnie Taub-Dix, MA, RD, CDN (National Spokesperson
for the American Dietetic Association) and Joanne Ikeda,
MA, RD (pediatric obesity researcher, Nutritionist Emeritus
at U.C. Berkeley).
They
will govern the network's character product licensing
and custom brand-integrated promotional tie-ins that
Cartoon Network may conduct with advertisers on-air,
online, and on-pack.
Under
its new policies, Cartoon Network will limit the use
of its original characters related to its company-owned
original series targeted at children under the age of
12 to food and beverage products that meet specific
nutritional criteria.
According
to an official release, the nutritional criteria will
include a cap on total calories per appropriate serving
with limits on total fat, saturated fat, added trans
fat, sodium and sugar and a requirement encouraging
recommended nutrients such as vitamin A and C, iron,
calcium, protein, and fiber.
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