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Nickelodeon is prohibiting the use of its characters on junk food except for at special occasions like Halloween or Valentine’s Day. Nick characters such as SpongeBob SquarePants, Dora the Explorer and the Rugrats will only be allowed to appear on packaged food products that meet “better for you” criteria - that criteria will be designed by Nickelodeon’s marketing clients, writes The New York Times.
Viacom, Nickelodeon’s parent company, was threatened by a suit last year from the Center for Science in the Public Interest, for marketing junk food primarily to children. Company officials have said that the move was prompted by an initiative to encourage exercise and healthy eating habits, and not by threat of litigation.
Discovery Kids made a similar announcement just days ago, and last month, 11 major food and beverage companies, including McDonald’s, Kellogg and Kraft Foods, agreed they would stop advertising junk food to children under 12.
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