Building on its nutrition guidelines established in 2006,
Disney has become the first major media company in the US
to introduce new standards for food advertising on programming
targeting kids and families.
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
to meet Disney's nutrition guidelines.
nutrition guidelines are aligned to federal standards, promote
fruit and vegetable consumption and call for limiting calories
and reducing saturated fat, sodium, and sugar.
chairman, CEO 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
adds that since 2006, when it became the first major media
company to establish nutrition guidelines, the company has
combined its storytelling, characters, and reach to make healthier
lifestyles for families more appealing and more fun. Disney's
unmatched efforts have received critical acclaim and recognition
from moms, nutrition experts, and federal regulators.
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?'"
addition to its new advertising standards, Disney has introduced
the "Mickey Check" tool, an icon that calls out
nutritious food and menu items sold in stores, online, and
at restaurants and food venues at its US Parks and Resorts.
By the end of 2012 the "Mickey Check" will appear
on licensed foods products, on qualified recipes on Disney.com
and Family.com, and on menus and select products at Disney's
Parks and Resorts.
2006 nutrition policy stipulated that promotions aimed at
children 12 years old and under -- most notably for films
-- would meet specific guidelines. Since then, Disney kid-targeted
film promotional campaigns feature only healthier food and