(CNSNews.com) - First Lady Michelle Obama joined Walt Disney Company officials in Washington on Tuesday as the company announced it’s voluntarily ban on ads for unhealthy foods on its TV stations and websites.
Michelle Obama said the move will help parents to provide a healthy diet for their families, "We're preparing those nutritious meals and snacks, and we're doing our best to teach our kids healthy habits. But when the kids turn on the TV to watch their favorite shows and - all that hard work is undermined whenever there is a commercial break."
"And I'm thrilled that over the next couple of years, when our kids tune into their favorite shows on Disney channels or they log onto the Disney web site, they will no longer be bombarded with unhealthy messages during those commercial breaks. Instead, they will see ads for foods that we might actually want them to eat - ads that can reinforce healthy habits and teach kids very important lessons."
"With this new initiative, Disney is doing what no major media company has ever done before in the U.S. and what I hope every company will do going forward," Obama said.
The Walt Disney Company, which also owns the ABC Network and ESPN, says its guidelines are aligned with federal standards to promote the consumption of fruits and vegetables and reduce the intake of sodium, sugar and saturated fat.
The advertisement guidelines are not to take effect until 2015 because of Disney’s existing advertising contracts.
Disney began working with Michelle Obama in 2010 with a series of public service announcements called "The Magic of Healthy Living Campaign" that aired on it’s stations.
(Associated Press reports were used in this story.)