Walt Disney Co.is restricting junk-food advertisements during its children's TV and radio shows and on its websites, the media giant said Tuesday morning.

The new rules, which build on guidelines Disney announced in 2006 ending the licensing of its characters to unhealthy food products, mean Disney will no longer accept sponsorships or advertisements for foods that don't meet its guidelines for its Disney Channel, Disney XD, Saturday-morning programming on ABC-owned stations, kids' radio and online properties.

The nutrition guidelines are aligned to federal standards, promote fruit and vegetable consumption and call for limiting calories and reducing saturated fat, sodium and sugar, the company said in a statement.

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