Sara Lee is the latest food company to join the Council of Better Business Bureau's Children's Food and Beverage Initiative.
Sara Lee has joined 16 other companies in pledging to only market products to kids 11 and under that meet government or American Heart Association standards for "healthy" foods.
Sara Lee has promised that all TV, online, radio, print and other ads directed to an audience that is "primarily" under 12 will meet those guidelines.
The company will also restrict the use of third-party licensed characters in ads targeted to child audiences, will not advertise its products in elementary schools, will not do any product placement in primarily under-12 audience ads and will "limit" the use of food and beverages in interactive games.
The initiative was launched in July 2007 at a Federal Trade Commission hearing on food marketing to kids and childhood obesity.
Others participating in the initiative include Burger King, Campbell Soup Co., Coca-Cola, Pepsico, Dannon, General Mills, Hershey, Kellogg, Kraft Foods, Mars, McDonald's and Nestlé.