Disney to ban junk-food ads on shows, Net aimed at kids
Source: Agencies |
June 6, 2012, Wednesday
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Print Edition
Print Edition
DISNEY says its programming will no longer be sponsored by junk food.
The Walt Disney Co said yesterday that it will become the first major media company in the US to ban such ads for its TV channels, radio stations and websites intended for children.
The guidelines won't go into effect until 2015 because of existing advertising agreements.
First lady Michelle Obama called the announcement a "game changer" in a statement. "With this new initiative, Disney is doing what no major media company has ever done before in the US - and what I hope every company will do going forward," Obama said.
Disney says its guidelines are aligned with federal standards to promote the consumption of fruits and vegetables and reduce the intake of sodium, sugar and saturated fat.
The kids' meals offered by traditional fast-food chains may not meet the new advertising guidelines, even if the meals come with healthy side orders, says Leslie Goodman, Disney's senior vice president of corporate citizenship. That's because Disney will be assessing the restaurant's broader offerings in deciding whether to approve ads.
Disney CEO Bob Iger said there might be a short-term reduction in ad revenue, but he hopes companies will eventually create products that meet the standards.
The Walt Disney Co said yesterday that it will become the first major media company in the US to ban such ads for its TV channels, radio stations and websites intended for children.
The guidelines won't go into effect until 2015 because of existing advertising agreements.
First lady Michelle Obama called the announcement a "game changer" in a statement. "With this new initiative, Disney is doing what no major media company has ever done before in the US - and what I hope every company will do going forward," Obama said.
Disney says its guidelines are aligned with federal standards to promote the consumption of fruits and vegetables and reduce the intake of sodium, sugar and saturated fat.
The kids' meals offered by traditional fast-food chains may not meet the new advertising guidelines, even if the meals come with healthy side orders, says Leslie Goodman, Disney's senior vice president of corporate citizenship. That's because Disney will be assessing the restaurant's broader offerings in deciding whether to approve ads.
Disney CEO Bob Iger said there might be a short-term reduction in ad revenue, but he hopes companies will eventually create products that meet the standards.
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