qubo Draws Up Nutritional Guidelines for Children’s Advertising

NEW YORK, April 23: The
kids’ service qubo has created nutritional guidelines that will dictate
advertising decisions on its digital channel, as well as on its blocks on NBC,
ION Television and Telemundo.

To create these
nutritional guidelines, qubo enlisted the help of author and expert on
childhood obesity, Dr. Goutham Rao, the clinical director of the Weight
Management and Wellness Center at Children’s Hospital of Pittsburgh of UPMC.
The guidelines list acceptable nutritional intake limits for meals and snacks
broken down by calories and grams of fat, as well as saturated and trans fat,
sugar, protein, fiber and sodium. Additionally, both qubo and ION Life networks
are undertaking a series of programs aimed at improving children's health and
reducing the rates of childhood obesity in the U.S. The network has also
created a series of public service announcements (PSAs), created in conjunction
with the U.S. Department of Health & Human Services (HHS), the Ad Council
and the U.S. Olympic Committee, designed to promote exercise and healthy eating
to children.

“By only accepting
advertising from companies that meet this nutritional criteria, we believe that
we have set the gold standard for the kids’ entertainment industry and are
helping kids make healthy decisions about what they eat,” said Kerry Hughes,
the senior VP of advertising sales and partnerships for qubo.

"We are committed to
combating childhood obesity through all of our networks—analogue, digital,
online and soon mobile," said John Lawson, ION Media Networks’ executive
VP for policy and strategic initiatives. "We hope that qubo's nutritional
guidelines send a strong message to parents, policymakers and our business
partners about our dedication to the wellness of America's kids."

—By Kristin
Brzoznowski