The Walt Disney Company has introduced new US guidelines for licensed foods and promotions aimed at children. Under the new policies the company will only use its name and characters on children focused products and promotions that meet specific guidelines on calories, fat and sugar, for example. The new policies are to be adopted internationally over the next two years. Disney has also pledged to eliminate trans fats from food products served at its entertainment parks from the end of 2007, and from its licensed and promotional products by the end of 2008.