On Tuesday, Disney became the first major media brand to take a stand against childhood obesity. In a move that First Lady Michelle Obama called a “game changer,” Walt Disney Co. announced it will ban all junk food advertising from its TV channels, websites, and radio programs catering to children.
The new guidelines, which won’t take effect until 2015, set limits on the number of calories and amount of fat and sugar for main meals and side dishes and snacks. According to Time, the new rules mean that fast-food, candy and junk-food ads will be dropped from kids’ programming, including Saturday morning cartoons that air on Disney-owned networks. That includes Capri Sun drinks and most kids cereals (anything with more than 10 grams of sugar per serving), which all contain too much sugar. Kraft Lunchables are also banned for having too much sodium.
Not all fast-food advertisements will be out, but Disney believes that most fast-food chains won’t meet the new advertising standards. Disney will assess each company’s food options across the menu before approving ads. ”It’s not just about reformulating a meal for a single advertising opportunity,” Lisa Goodman, Disney’s senior VP told the Associated Press. A complete meal must have less than 600 calories, and side dishes no more than 200.
Robert A. Iger, Disney’s chairman, said in a statement:
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.”
Michelle Obama also weighed in on the new initiative:
“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?”‘
Disney’s initiative won’t take effect until 2015, but hopefully it will be just enough time for the food industry to fix up their advertisements towards children and provide healthier, more nutritious products.
