Walt Disney Co will stop accepting some junk-food advertising on its television, radio and online programs intended for children and launch its own "Mickey Check" label for food it deems to be nutritious.

Disney Chief Executive Bob Iger and first lady Michelle Obama announced the moves on Tuesday in Washington, confirming details sources gave Reuters on Monday.

The move by Disney, which owns the ABC-TV network and a host of cable channels, follows New York Mayor Michael Bloomberg's proposal last week to ban sales of sugary drinks larger than 16 ounces (about half a liter) in most restaurants theaters, delis and vending carts throughout the
city to curb obesity.

Nearly one-third of U.S. children are overweight or obese, and a 2006 Institute of Medicine report said junk-food marketing contributed to childhood obesity.


The media and entertainment conglomerate introduced voluntary guidelines in 2006 that prohibited licensing of Mickey Mouse and other Disney characters for foods that do not meet
minimum nutritional requirements.

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