The Walt Disney Company, in an effort to address concerns about entertainment?s role in childhood obesity, plans to announce on Tuesday that all products advertised on its child-focused television channels, radio stations and websites must comply with a strict new set of nutritional standards.
The restrictions on ads extend to Saturday-morning cartoons on ABC stations owned by Disney. Under the new rules, products like Capri Sun drinks and Kraft Lunchables meals ? both current Disney advertisers ? along with a wide range of candy, sugared cereal and fast food, will no longer be acceptable advertising material.
The initiative, which Disney plans to detail on Tuesday at a Washington news conference with the first lady, Michelle Obama, stretches into other areas. For instance, Disney will reduce the amount of sodium by 25% in the 12 million children?s meals served annually at its theme parks, and create what it calls fun public service announcements promoting child exercise and healthy eating.
The move follows the announcement last week of a plan by New York City to ban the sale of large sodas and other sugary drinks amid increasing concern about childhood obesity in the US.
Disney said that in adopting the new advertising standards it was largely following recommendations proposed last year by federal regulators. The suggestions were aimed at inducing the food industry to overhaul the way it marketed things like cereal, soda and snacks to children.
Food companies have vociferously fought government regulation on advertising, saying they can take steps on their own. Disney acknowledged it would most likely lose some advertising revenue ? it declined to say how much ? but said that the benefits outweighed the downside. Disney Channel does not accept traditional ads, although a range of promotions and sponsorships are allowed; other channels like Disney XD are supported by commercials.
Disney?s ad restrictions apply to any programming targeted to children under 12, which includes popular live-action programmes as well as cartoons.
Robert A Iger, Disney?s chairman, said he felt strongly that ?companies in a position to help with solutions to childhood obesity should do just that,? but added: ?This is not altruistic. This is about smart business.?
Taking steps to combat childhood obesity allows Disney the opportunity to polish its brand as one families can trust ? something that drives sales of everything from Pixar DVDs to baby clothes to theme park vacations.