The Huffington Post UK | By Sarah O'Meara Posted: 06/06/2012 11:29
In a bid to help improve eating habits among America's children,
The Walt Disney Company will become the first major media company to ban ads for junk food on its television channels, radio stations and websites, reports the Associated Press.
From 2015, all food and drink 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.
Childhood obesity has more than tripled in the past 30 years in America, according to Centers for Disease Control and Prevention (CDC) and First Lady Michelle Obama has called the move a "game changer" for the health of US children.
Disney will align their nutrition guidelines to federal standards, which means that banned advertising will go beyond candy bars and fast-food meals.
The Children's Food Campaign is calling for advertising regulation to become more comprehensive, in order to prevent children from seeing adverts for foods that are high in fat, salt and sugar.
At the Disney press conference, Michelle Obama said: "As parents, we know that whatever is on TV is what our kids are going to want. "
The First Lady has championed such healthy-living issues since launching the Let’s Move! initiative and specifically called upon the business community to innovate changes in advertising to marketing healthy foods and habits to children.
Michelle Obama said: "Our kids see an estimated $1.6 billion a year worth of food and beverage marketing, and many of those ads are for foods that are high in calories and sugar but low in nutrition."
Michelle Obama Welcomes Disney's 'Game-Changing' Ban On Junk Food Ads