• B&C, Friday, September 24, 2010 12:18 AM

Sara Lee is the latest food company to join the Council of Better Business Bureau's Children's Food and Beverage Initiative. Sara Lee has joined 16 other companies in pledging to only market products to kids 11 and under that meet government or American Heart Association standards for "healthy" foods.

Sara Lee has promised that all TV, online, radio, print and other ads directed to an audience that is "primarily" under 12 will meet those guidelines. The company will also restrict the use of third-party licensed characters in ads targeted to child audiences, will not advertise its products in elementary schools, will not do any product placement in primarily under-12 audience ads and will "limit" the use of food and beverages in interactive games.

Earlier in the years, Disney aligned the Disney Channel and its sibling media partners such as Radio Disney,  and the Disney Online network with marketers such as Best Western, Walmart and Sara Lee for strategic programming and retail partnerships.

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