Junk food ads will be banned from The Walt Disney Co’s TV channels, websites and radio stations that are targeted at kids, the company has announced. Disney Co added that it is the first media company to take such action. Children watching shows on its ABC network will no longer be exposed to fast food and sugary cereal ads – i.e. ads that do not meet the company’s nutrition standards will be turned down.
As there are several ongoing advertising contracts, the company says its new policy will go into effect in 2015.
Disney describes this move as its latest step to forge a partnership with parents to encourage children to adopt healthier lifestyles.
In an online communiqué, the company wrote:
This significant undertaking marks the latest step in Disney’s partnership with parents to inspire kids to lead healthier lifestyles. Under Disney’s new standards, all food and beverage products advertised, sponsored, or promoted on Disney Channel, Disney XD, Disney Junior, Radio Disney, and Disney-owned online destinations oriented to families with younger children will be required by 2015 to meet Disney’s nutrition guidelines.”
Disney says that its guidelines match those issued by federal authorities, and encourage the consumption of vegetables and fruits, and a reduction in sodium, sugar and saturated fat intake.
Chairman and CEO of The Walt Disney Company, Robert A. Iger, said:
“We’re proud of the impact we’ve had over the last six years. We’ve taken steps across our company to support better choices for families, and now we’re taking the next important step forward by setting new food advertising standards for kids.
The emotional connection kids have to our characters and stories gives us a unique opportunity to continue to inspire and encourage them to lead healthier lives.”
Nutritional guidelines were first set by Disney in 2006; the first major media organization to do so. The company says it has strived to convey healthier lifestyles through its most popular characters.
First Lady, Michelle Obama, said:
“This new initiative is truly a game changer for the health of our children. This is a major American company – a global brand – that is literally changing the way it does business so that our kids can lead healthier lives.
With this new initiative, Disney is doing what no major media company has ever done before in the U.S. – and what I hope every company will do going forward. When it comes to the ads they show and the food they sell, they are asking themselves one simple question: “Is this good for our kids?”‘
Today, Disney says it has introduced the Mickey Check tool. It is described as an icon that announces which menu and food items are sold in shops, restaurants, food outlets and on the internet in its US Parks and Resorts.
The Mickey Check will appear on qualified recipes and licenced food products and menus that are either owned or closely linked to the Disney Company.
Obesity has become a major health problem in the United States. Although several industrialized and middle-income nations have also experienced increases in obesity and overweight rates, the USA’s is among the highest in the world.
In 1997, 19.4% of all Americans were obese, this rose to 24.5% in 2004 and approximately 30% in 2008. According to the Centers for Disease Control and Prevention (CDC), 35.7% of US adults and 17% of its children are obese today – a much higher percentage are either obese or overweight.
Overweight or obese children are much more likely to become obese adults, compared to children of normal weight.
Historical U.S. Obesity Rate, 1960-2004
Written by Christian Nordqvist