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.
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