The San Francisco Board of Supervisors has given preliminary approval to an ordinance (No. 101096) that would prohibit restaurants from offering toy giveaways in children’s meals deemed too high in calories, salt or fat.

Approved by an 8-to-3 vote on November 2, 2010, the legislation reportedly has enough votes to override Mayor Gavin Newsom’s expected veto when the bill comes before the board for a final vote. If approved, the law would take effect in December 2011.

Under the ordinance, restaurants would be prohibited from offering “incentive items” such as toys, trading cards or admission tickets in meals containing more than 600 calories and 640 milligrams of sodium, and if fat makes up more than 35 percent of the calories, except for fats contained in nuts, seeds, eggs, or low-fat cheese. It would also require meals to include a certain amount of fruits and vegetables.

District 8 Supervisor Bevan Dufty (D) reportedly said the legislation is a way for the fast-food industry to rethink its marketing to children. “If you have to put a Shrek doll with a package of carrots, maybe that’s what you have to do, but there hasn’t been a real incentive for this industry to do that,” he said. See The San Francisco Chronicle, November 3, 2010.