Commercials for foods that don’t meet a strict set of nutritional guidelines will be banned by The Walt Disney Co. on its child-focused television networks, radio stations and websites, The New York Times reports.
Disney planned to make the announcement today at a Washington news conference with first lady Michelle Obama, the piece notes.
The new restrictions mean that commercials for current Disney advertisers including Capri Sun and Kraft Lunchables will be banned from the company’s kid-targeted networks, the story adds.
Disney said the decision follows recommendations proposed last year by federal regulators and is a response to concerns over the entertainment industry’s role in childhood obesity. "[C]ompanies in a position to help with solutions to childhood obesity should do just that,” said Robert Iger, chairman of Disney.
He added, "This is not altruistic. This is about smart business.” Disney declined to specify how much ad revenue it might lose with the ad restrictions.
Disney will be able to promote its brand as one that parents and children can trust, the story points out. Executives at Disney also believe there is demand from consumers for more nutritious food.
The plan will extend to Disney’s theme parks as well, with Disney reducing the amount of sodium by one-quarter in the children’s meals served each year at its parks.