First lady Michelle Obama unveiled a proposal Tuesday that would restrict the marketing of certain junk foods and sugary drinks in schools.
According to the Associated Press, the White House and Department of Agriculture initiative prohibits the advertising of unhealthy foods on school campuses during school hours, including sugary drinks which amount to 93 percent of ads.
Companies would no longer be permitted to use logos of high calorie products on cups, vending machines, menu boards, or posters.
For example, a Pepsi ad would be banned from appearing on a scoreboard at a basketball game, however Diet Pepsi and bottled water ads are still permitted.
The first lady made her announcement at an event in the White House East Room.
"The idea here is simple - our classrooms should be healthy places where our kids are not bombarded with ads for junk food," she said, according to the AP. "Because when parents are working hard to teach their kids healthy habits at home, their work shouldn't be undone by unhealthy messages at school."
Several companies have already begun to transition their sales and advertising in schools from sugary sodas and sports drinks to other products they produce. According to the United States Agriculture Department, companies spend $149 million a year on marketing to kids in schools.
"Schools aren't going to market beverages they're not selling," said Sam Kass, the White House chef who also acts as the White House senior nutrition policy adviser. The proposal that was crafted with the Department of Agriculture and would go into effect for the 2014-15 school year.
The Agriculture Department is asking for comments on some options, such as the Pizza Hut's "Book It" program, which coordinates with schools to reward kids with pizza for reading.
Schools that do not want to comply could leave the National School Lunch Program, which "allows schools to collect government reimbursements for free and low-cost lunches for needy students in exchange for following certain standards."
Dr. Thomas Frieden, the director of the Centers for Disease Control, told CNN News that the initiative gives parents more control. .
"It's very important that parents are able to determine, to the greatest extent possible, what their kids are exposed to," Frieden told CNN. "You can do that in your home - that's your responsibility and that's your right. As schools we need to say what is it that every kid should be exposed to and protected from?"
The first lady's announcement comes around the fourth anniversary of her "Let's Move!" initiative to fight child obesity, a serious condition that negatively affects millions of children in the United States.
"The new standards ensure that schools remain a safe place where kids can learn and where the school environment promotes healthy choices," Agriculture Secretary Tom Vilsack said, while joining the first lady in outlining the new campaign.
A video posted Monday on the Let's Move website features Obama and actor Will Ferrell hosting a mock focus group, asking children about their opinions on eating healthy and being active.
