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First lady Michelle Obama, accompanied by Walt Disney Company Chairman and CEO Robert A. Iger, gestures during a news conference at the Newseum in Washington, Tuesday, June 5, 2012, to announce that Disney will become the first major media company to introduce new standards for food advertising on programming targeting kids and families. (AP Photo/Manuel Balce Ceneta)
(from WashingtonTimes.com) AP, NEW YORK – …The Walt Disney Co. said Tuesday that it will become the first major media company to ban [junk food] ads from its TV channels, radio stations and websites intended for children. That means kids watching Saturday morning children’s shows on Disney’s ABC network will no longer see ads for fast foods and sugary cereals that don’t meet company’s nutrition standards.
The guidelines won’t go into effect until 2015 because of existing advertising agreements.
At an event announcing the push, First Lady Michelle Obama called the announcement a “game changer.” …
Disney’s announcement could pressure other media companies to follow suit at a time when concerns over obesity rates are growing.
Last week, Mayor Michael Bloomberg proposed a ban on [soda and other] sugary drinks bigger than 16 ounces in New York City restaurants, movie theaters and stadiums. City officials say they believe it will ultimately push [state and local] governments around the U.S. to adopt similar rules.
Disney says its guidelines are aligned with federal standards to promote the consumption of fruits and vegetables and reduce the intake of sodium, sugar and saturated fat.
The kids’ meals offered by traditional fast-food chains [including McDonald’s] may not meet the new advertising guidelines, even if the meals come with healthy side orders, says Leslie Goodman, Disney’s senior vice president of corporate citizenship. That’s because Disney will be assessing the restaurant’s broader offerings in deciding whether to approve ads.
“It’s not just about reformulating a meal for a single advertising opportunity,” Goodman said. The company will have to show it offers a broader menu of healthier options, she said.
For example, a complete meal under Disney’s guidelines could have no more than 600 calories. A side dish could have no more than 200 calories.
Without naming specific companies, Goodman said there are ads currently running on Disney channels that would not meet the new standards.
Disney CEO Bob Iger said [“Parents can be confident that foods associated with Disney characters or advertised on Disney platforms meet our new, healthier nutrition guidelines.” Mr. Iger added that “companies in a position to help with solutions to childhood obesity should do just that.”]
[Mr. Iger said that while] there might be a short-term reduction in advertising revenue [to Disney], he hopes companies will eventually create products that meet the standards so they don’t have to avoid advertising with Disney.
…..
The latest push by Disney is an extension of the internal nutrition guidelines the company launched in 2006, with the goal of making 85 percent of the food and drinks served at its parks and resorts healthy. The remaining 15 percent was reserved for special treats, such as cake for birthday celebrations. The company also stopped using toys in kids meals to advertise its movies, Iger said.
Visitors to parks and resorts were also given the option of trading out soda and fries for low-fat milk and fruit. Disney says 60 percent of the meals served are now with those healthier options.
The company on Tuesday also introduced its “Mickey Check” seal of approval for nutritious foods sold in stores, online and at its parks and resorts.
“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,” Iger said.
It isn’t the first time a major company is pledging to improve marketing to children.
In 2006, the Better Business Bureau and major food companies launched the Children’s Food and Beverage Advertising Initiative, which is intended to encourage healthier food choices.
Sixteen companies including Burger King Corp., Campbell Soup Co., The Coca-Cola Co. and Mars Inc. have signed up for the initiative.
The initiative calls for participating companies to ensure by 2014 that all advertising aimed at children are devoted only to better-for-you foods, as established by government standards.
Copyright 2012 The Washington Times, LLC. From the Associated Press. Reprinted from the Washington Times for educational purposes only. Visit the website at washingtontimes.com.
Questions
1. Describe Walt Disney Company’s new advertising guidelines for its TV channels, radio stations a websites intended for children.
2. When will the new guidelines take effect? Why not immediately?
3. a) What goal did Disney announce 6 years ago for the food served in its parks and resorts?
b) In six years, have they accomplished this goal? Explain your answer.
4. What do you think is Disney Company’s motive for its decision to no longer accept these types of advertisements?
5. Do you think Disney’s new policy will affect its advertising revenue? Explain your answer.
6. a) What ban is Mayor Mike Bloomberg trying to pass in New York City?
b) Is there a difference between a government agency regulating what you can/can’t eat versus a private company deciding what food it will advertise or sell? Explain your answer.
7. Readers had mixed responses to Disney’s decision to ban junk food ads. Many applauded Disney’s decision. Others had various reactions. Read some of the reader comments below. For each one, state whether you agree or disagree and explain your answer.
- “Instead of banning the food ads, why doesn’t Disney just tell the kids to TURN OFF THEIR CHANNEL and go outside and play!! Just take Disney off the air all together and then the kids won’t veg out in front of the t.v. with mindless programs. Somehow I don’t think Disney would go for that!!”
- [Banning junk food ads is necessary.] “However, programming portraying sassy kids with no intelligent authority figures will still remain intact. Mental junk food is much sneakier and more dangerous.”
- “It’s about time! I think that’s a wonderful idea, now let’s work on parental figures on these shows. The ones that DO have parents are all portrayed as fools, idiots, easy to trick morons. How about some REAL parenting? Come on Disney, a little reality goes a long way.”
- “I suppose better late than never. But revising the content of their shows would be even more [appropriate]. The kids on their “sit-coms” are 100% disrespectful to parents and each other. I won’t let my kids watch most of what that channel puts out. So fix your shows first, then worry about who’s advertising what in between.”
- “It would be really nice if they would also banish backtalk, inappropriate sarcasm and the general portrayal of parents as idiots, too.”
- “No government mandate here…..capitalism at work…..Disney makes a decision that has an effect only on itself. Disney will still make lots of money with different food ads. If you do not like it, do not purchase their products…..or better yet, turn off the TV and get off the couch and go outside to exercise.”
- “When I was a child in Pennsylvania, my father was a trackman for the PRR and laid off during the winter. We had little money and seemed to live on stewed potatoes, eggs and buttered bread. We didn’t have a TV until I was about 8 or so. I remember watching Saturday morning shows advertised by Sugar Pops. I had a paper route and finally was able to buy a box for myself from the grocer store uptown. From the day that I ate those Sugar Pops, my life went downhill, I was ruined. No, seriously, they were OK at the time, but today had no effect one way or another on the course of my life. When my daughter was 8, we watched TV together on Saturdays as saw ads for other bad food items. Sometimes she wanted them, sometimes not, and sometimes I bought her something to try, sometimes not. In any event, the commercials had no effect on her and my lives over time. In my opinion, banning this or that advertising is short sighted. It comes down to the parent’s responsibility to decide what to purchase for their child and themselves. The economy (other than illegal items such as drugs) should be free to promote their products to their most likely audiences.”
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