Multinational media company Disney, now a major promoter of branded fresh produce worldwide, is to ban all junk food advertising on its children's television networks as part of ongoing efforts to promote healthier lifestyles among young consumers.
As a result, by 2015 all food and beverage products advertised, sponsored, or promoted on Disney Channel, Disney XD, Disney Junior, Radio Disney and Disney-owned websites aimed at families with younger children will have to meet the company's nutrition guidelines.
Those rules are understood to be aligned to official US government standards, which promote the consumption of fruit and vegetables while also encouraging calorie limits and a reduction in saturated fat, sodium and sugar.
At Disney, which licenses its brand name to a range of fresh fruit and vegetable products in a number of international markets, the importance of building and sustaining a wholesome reputation already appears to be well appreciated.
In 2006, the group became the first major media company to establish nutrition guidelines, using the global popularity of its stories and characters to promote healthier lifestyles among families.
'We're proud of the impact we've had over the last six years,' said Robert Iger, chairman and chief executive 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.
'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.'
Disney's efforts have attracted praise from mums, nutrition experts and federal regulators, among them US First Lady Michelle Obama.
'This new initiative is truly a game changer for the health of our children,' said Obama. 'This is a major American company - a global brand - that is literally changing the way it does business so that our kids can lead healthier lives.'
She added: 'With this new initiative, Disney is doing what no major media company has ever done before in the US - and what I hope every company will do going forward. When it comes to the ads they show and the food they sell, they are asking themselves one simple question: 'Is this good for our kids?''
Disney has also announced the introduction of its so-called Mickey Check tool, an icon which will be placed on nutritious food items sold in retail stores, online and in foodservice outlets at its parks and resorts in the US.
By the end of 2012, the Mickey Check will appear on licensed foods products, on qualified recipes on Disney.com and Family.com, and on menus and select products at Disney's Parks and Resorts.
