In the year 2015, you’ll be able to take comfort in the fact that your children won’t be bombarded with endless ads convincing them junk food and sugary beverages are one big ticket to the perfect life. Your child won’t be inspired to beg for cookies, gummy crap or soda during TV time. At least not while watching children’s shows on Disney-owned TV channels and radio stations. The ban would apply to TV channels such as Disney XD, children’s programming in the Saturday-morning block aired on Disney-owned ABC stations, Radio Disney and Disney-owned websites aimed at families with young children. The company’s Disney Channel has sponsorships, but does not run ads. (That’s one powerful mouse!)
Foods that won’t meet Disney’s nutritional standards go far beyond candy bars and fast-food meals. Capri Sun juice (too much sugar) and Oscar Mayer Lunchables (too much sodium) won’t be advertised. Any cereal with 10 grams or more of sugar per serving is also off the air. A full meal can’t be more than 600 calories. Disney’s hoping that getting rid of junk food ads will aid in a family’s efforts to maintain healthy eating habits.
Disney declined to say how much revenue it stands to lose from banning unhealthy food. CEO Bob Iger said there might be a short-term reduction in advertising revenue, but he hopes that advertisers will eventually adjust and create products that meet the standards.
We at Fitzness LOVE this move as we feel strongly that health and fitness efforts should be acts of personal responsibility, supported by the private sector. Government fails miserably when trying to control, but individuals and companies choosing to set higher standards on their own dime and time yield mesmerizing results. Check out MorningMile.com to see another example of that!
Even though many fast-food chains and food companies are rolling out healthier options like apples and salads, Disney said it still could deny the companies’ ads. Leslie Goodman, Disney’s senior vice president of corporate citizenship, said Disney will consider a company’s broader offerings when deciding whether to approve ads. “It’s not just about reformulating a meal for a single advertising opportunity,” Goodman said. The company will need to show that it offers a range of healthy options, she said.
Disney said there are ads now running on Disney channels that would not meet the new standards. Two Kraft products won’t make the cut: Oscar Mayer Lunchables, some of which have 28 percent of the recommended daily sodium intake, and Capri Sun, which has just 60 calories per serving but has added sweeteners. Disney declined to name other companies’ offerings, but said most sugary cereals won’t be allowed. Kraft said it welcomed Disney’s decision, noting that it advertises very few brands to children under age 12.
Disney launched internal nutrition guidelines in 2006, with the goal of making 85 percent of its consumer food and drink products healthy. The remaining 15 percent was reserved for special treats, such as cakes for birthday celebrations. The company also stopped using toys in kid’s meals to advertise its movies. Disney on Tuesday also introduced its “Mickey Check” seal of approval for nutritious foods sold in stores, online and at its parks and resorts. Noting that the emotional connection kids have to Disney characters and stories gives them a unique opportunity to continue to inspire and encourage them to lead healthier lives.
The Better Business Bureau and 16 major food companies, including Coca-Cola Co., Burger King Worldwide Holdings Inc. and Mars Inc. have also pledged to ensure by 2014 that ads aimed at children are devoted only to better-for-you foods. McDonald’s, which is part of the initiative, said in a statement Tuesday that it will continue a dialogue with Disney about its new guidelines. This is just another spectacular reason why we at Fitzness love Disney and are passionate about bringing their latest and greatest active opportunities and healthy options to the masses. Congratulations to Disney for making yet another bold step towards a healthier and happier society. Magical!
