Nickelodeon to cut ties to junk food

Viacom's (NYSE: VIA) Nickelodeon, a television network targeting children, has announced (subscription required) that it will no longer license its brands for food products that are unhealthy.

According to The Wall Street Journal, "Beginning in 2009, Nickelodeon will limit the use of its licensed characters on food packaging "to products that meet 'better for you' criteria as established by marketing partners in accordance with governmental dietary guidelines".

This is the socially responsible thing for Nickelodeon, and every other network targeting children to do. In the midst of a national obesity epidemic, the business world has a role to play curbing unhealthy eating habits. While this may lead to a loss of revenue, in the long-run it could be wonderful for business. Nickelodeon can now brand itself as a healthy network for kids. They could run morning exercise programs for toddlers (Sweatin' to the Nursery Rhymes?). Health-conscious parents will feel better letting their kids watch the network, knowing they will not be bombarded with unhealthy snacks featuring their favorite characters.

Hopefully Nickelodeon will be able to do well by doing good here.