Disney to ban junk-food ads from kids shows

Associated Press

NEW YORK

Disney says its programming no longer will be sponsored by junk food.

The Walt Disney Co. said Tuesday that it will become the first major media company to ban such ads for its TV channels, radio stations and websites intended for children. That means kids watching Saturday morning children’s shows on Disney’s ABC network no longer will see ads for fast foods and sugary cereals that don’t meet the company’s nutrition standards.

The guidelines won’t go into effect until 2015 because of existing advertising agreements.

At an event announcing the push, First Lady Michelle Obama called the announcement a “game changer.”

“Just a few years ago, if you had told me or any other mom or dad in America that our kids wouldn’t see a single ad for junk food while they watched their favorite cartoons on a major TV network, we wouldn’t have believed you,” Obama said.

Disney’s announcement could pressure other media companies to follow suit at a time when concerns over obesity rates are growing.

Last week, Mayor Michael Bloomberg proposed a ban on sugary drinks bigger than 16 ounces in New York City restaurants, movie theaters and stadiums. City officials say they believe it ultimately will push governments around the U.S. to adopt similar rules.

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 healthful 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.

“It’s not just about reformulating a meal for a single advertising opportunity,” Goodman said.

The company will have to show it offers a broader menu of more-healthful options, she said.

For example, a complete meal under Disney’s guidelines could have no more than 600 calories. A side dish could have no more than 200 calories.

Without naming specific companies, Goodman said there are ads currently running on Disney channels that would not meet the new standards.

Disney CEO Bob Iger said there might be a short-term reduction in advertising revenue but that he hopes companies eventually will create products that meet the standards so they don’t have to avoid advertising with Disney.