Disney Channel will no longer accept advertising of junk food
Fail to deliver advertising on their TV shows and Internet sites. Adding to the campaign against childhood obesity
Walt Disney Co , which owns ABC and a number of cable channels, will stop accepting advertisements from some junk food to children on television and radio programs and Internet sites, as revealed by sources familiar with the initiative.
Disney CEO Bob Iger, and the first lady of the United States, Michelle Obama , plan to make the announcement this afternoon in Washington, the sources said.
America faces an epidemic of obesity. Almost a third of the nation's children are overweight or obese, and the Institute of Medicine report noted that the marketing of junk food contributed to increasing childhood obesity.
Disney's initiative is in line with the announcement last week by New York Mayor Michael Bloomberg, a plan to ban sugary drinks in excess of half a liter in most restaurants, theaters, kiosks and vending machines throughout the city.
The ban would affect sales of beverage giants like McDonald's Corp, has generated resentment among soft drink manufacturers, many of whom support the nutritional measures, but voluntary.
ADVERTISINGDisney plans to cut advertising during children's programming on their channels like ABC and Disney XD, and on their websites for children, for foods that do not meet minimum nutritional requirements, the sources said.
The media and entertainment conglomerate in 2006 introduced voluntary guidelines prohibiting advertising with Mickey Mouse and other Disney characters food that did not meet minimum nutritional requirements.
The guidelines set limits on the amount of calories, fat and sugar added to foods and treats.
Last year, major food and beverage manufacturers in the U.S., including Kraft Foods, Coca-Cola and Kellogg Co. agreed to voluntary nutrition criteria for products advertised to children.
