First lady Michelle Obama announced her support Tuesday for Disney’s self-imposed nutritional standards for foods directly marketed toward children.
The voluntary nutritional standards would be in place by 2015. Foods that do not meet Disney’s new standard will not be allowed to advertise anywhere within Disney’s media empire, including the Disney Channel, Disney XD, Disney Junior, Radio Disney, and “any Disney-owned online destinations,” according to a White House press release.
The loss of exposure to anyone banned from advertising with Disney has the potential be detrimental, as Disney, which owns ABC, reaches an estimated audience of 99 million.
“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,” said Obama.
“I’m thrilled that over the next couple of years, when our kids tune into their favorite shows on Disney channels or they log onto the Disney website, they will no longer be bombarded with unhealthy messages during those commercial breaks.”
In 2006, Disney was one of the first major media companies to implement nutritional standards. The policy from was aimed at children 12 and under, and mostly involved films.
“We’re proud of the impact we’ve had over the last six years,” said Robert Iger, Chairman and CEO of the Walt Disney Company. “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.”
Obama has been working on improving the health standards of foods in urban areas and public schools throughout the country since the launch of “The Magic of Healthy Living Campaign,” in 2010.