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First Lady Michelle Obama called it a game changer that is sureto send a message to the rest of the children s entertainmentindustry. Just a few years ago if you had told me or any other mom or dadin America that our kids wouldn t see a single ad for junk foodwhile they watched their favourite cartoons on a major TV network,we wouldn t have believed you, said Ms. Obama, who has headed acampaign to curb child obesity. The food that doesn t meet Disney s nutritional standards goesbeyond candy bars and fast food meals. Capri Sun juice (too muchsugar) and Oscar Mayer Lunchables (high sodium) won t beadvertised. Any cereal with 10 grams or more of sugar per servingis also off the air. A full meal can t be more than 600 calories. Disney s rules, which won t take effect until 2015, follow acontroversial proposal in New York to take supersized drinks over16 ounces out of convenience stores, movie theaters andrestaurants, removing choices to try and influence behavior. Getting rid of junk food ads will make it easier to keep the familyon a healthy diet, said Nadine Haskell, a mother of two sons, 8 and11. If they see a commercial on TV, then the next time we go to thegrocery store they ll see it and say they want to try it, saidMs. Haskell, of Columbus, Ohio. Disney declined to say how much revenue it stands to lose frombanning unhealthy food. CEO Bob Iger said there might be ashort-term reduction in advertising revenue, but he hopes thatcompanies will eventually adjust and create new products that meetthe standards. The ban would apply to TV channels such is Disney XD, Saturdaymorning children s programming on Disney-owned ABC channels, RadioDisney and Disney-owned websites aimed at families with youngchildren. The company s Disney Channel has sponsorships, but doesnot run ads. Aviva Must, chairwoman of the Department of Public Health andCommunity Medicine at Tufts School of Medicine, said Disney couldsucceed where the government has made little progress. There seems to be limited taste for government regulation, saidMs. Must, who has studied childhood obesity for decades. So Ithink a large company like Disney taking a stand and putting in apolicy with teeth is a good step. Even though many fast-food chains and food companies are rollingout healthier options like apples and salads, Disney said it stillcould deny the companies ads. Leslie Goodman, Disney s senior vice-president of corporatecitizenship, says Disney will consider a company s broaderofferings when deciding whether to approve ads. It s not just about reformulating a meal for a singleadvertising opportunity, Ms. Goodman said. The company will needto show that it offers a range of healthy options, she said. Disney said there are ads currently running on Disney channels thatwould not meet the new standards. Two Kraft products won t makethe cut: Oscar Mayer Lunchables, some of which have 28 per cent ofthe recommended daily sodium intake, and Capri Sun, which has just60 calories per serving but has added sweeteners. Disney declined to name other companies offerings, but said mostsugary cereals won t be allowed. Kraft said it welcomed Disney s decision, noting that itadvertises very few brands to children under age 12. Margo Wootan, nutrition policy director at the Center for Sciencein the Public Interest, said that while some snack foods of limitednutritional value may still be advertised, the worst of the junkfoods will be eliminated under the new policy. Disney s announcement really puts a lot of pressure onNickelodeon and Cartoon Network and other media to do the same, she added. A spokesman for Nickelodeon declined to comment. Disney launched internal nutrition guidelines in 2006, with thegoal of making 85 per cent of its consumer product food and drinkshealthy. The remaining 15 per cent was reserved for special treats,such as cakes for birthday celebrations. The company also stoppedusing toys in kid s meals to advertise its movies. Disney on Tuesday also introduced its Mickey Check seal ofapproval for nutritious foods sold in stores, online and at itsparks and resorts. The emotional connection kids have to our characters and storiesgives us a unique opportunity to continue to inspire and encouragethem to lead healthier lives, Mr. Iger said. The Better Business Bureau and 16 major food companies, includingCoca-Cola Co., Burger King Worldwide Holdings Inc. and Mars Inc.have also pledged to ensure by 2014 that ads aimed at children aredevoted only to better-for-you foods. McDonald s Corp., which is part of the initiative, said in astatement Tuesday that it will continue a dialogue with Disneyabout its new guidelines. We are high quality suppliers, our products such as Dimmable Led Candle Lights Manufacturer , Frosted Light Bulbs for oversee buyer. To know more, please visits Frosted Candle Bulbs.
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