Disney to ban junk food ads during programming, helping in the fight ...

Disney with its host of colorful characters and fantastic stories has created a legacy in childhood entertainment, often shaping and redefining memories of generations of children from around the world. The Walt Disney Co. is now using its heavy influence to not only promote fun at play, but to also encourage children to be healthier. Starting in 2015 Disney will ban all advertisements promoting the consumption of junk food and sugary cereals. These advertisements will be pulled from the company?s television channels, websites and radio stations accessible to children.

Research has verified the negative influence that television has had on children?s poor eating habits, most likely due to the commercials selling unhealthy foods. This has no doubt contributed to the skyrocketing rates in childhood obesity. While the government has made consistent efforts in the campaign against childhood obesity, their contributions have failed to ignite major change. Aviva Must, chairwoman Tufts University Department of Public Health and Community Medicine, comments ?There seems to be limited taste for government regulation. So I think a large company like Disney taking a stand and putting in a policy with teeth is a good step.?

Even Michelle Obama, a prominent leader in the fight against childhood obesity, has lent her hand in support of Disney?s new stand against junk food. She says ?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.? Obama hopes that his ?game changer? will inspire companies of a similar status to take
the same stance.

Disney has based its guidelines on federal standards of healthy eating, i.e. the proper daily servings of fruit and vegetables, and the limited consumption of foods high in fat, sugar, and sodium. They have even developed a Mickey seal of approval check system for foods meeting these guidelines sold in Disney stores, parks, resorts and online. Disney CEO Robert Iger feels ?The emotional connection kids have to our characters and stories gives us a unique opportunity to continue to inspire and encourage them to lead healthier lives.?

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