Nickelodeon to limit food links

Marketing 22-Aug-07

Nickelodeon is to clamp down on the use of licensed characters such as SpongeBob SquarePants on the packaging of food that is high in fat, sugar and salt (HFSS).

The broadcaster said that new licensing agreements will have to meet
dietary criteria from January 2009. Companies including the BBC, Disney
and the Co-op have already introduced similar policies.

The clampdown follows concerns that Ofcom's forthcoming restrictions on

HFSS food and drink advertising do not go far enough. The use of
licensed characters is likely to face further scrutiny following a
Which? report calling for the implementation of tougher
restrictions.

The 'Cartoon heroes and villains' report claims that most firms that
use, own and license the characters used on HFSS foods are 'failing to
acknowledge the need for effective action'. The report reveals that 75%
of parents believe it is irresponsible to put cartoon characters on
unhealthy foods aimed at children.