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The Walt Disney Co. is trying to make it a smaller world
Baku, June 7 (AZERTAC). The entertainment giant has banned junk food ads from its television and radio airwaves and web sites intended for kids.
Starting in 2015, kids will no longer see ads for fast food, sugar cereals, high calorie snacks or any other foods that don’t meet Federal nutrition standards for fat, sugar and sodium.
Approved foods will receive a 'Mickey Check’ seal of approval. These products will be sold in stores, online and in its theme parks, reports the Los Angeles Times.
“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 CEO Robert Iger said in a statement.
The First Lady Michelle Obama, a longtime childhood obesity foe, is celebrating Disney’s latest move.
“With this new initiative, Disney is doing what no major media company has ever done before in the U.S. — and what I hope every company will do going forward,” Obama said.
Not everyone thinks that Disney can succeed in saving a generation of children from obesity’s grasp.
Diabetes and pre-diabetes rates are soaring among America’s teens, according to a new federal study.
The study, published Monday in the journal Pediatrics, found that the percentage of adolescents age 12 to 19 with Type 2 diabetes or pre-diabetes nearly tripled from 9% in 1999 to 23% in 2008.
Almost 40% of children in New York City’s public schools are overweight or obese, putting them at high risk of diabetes.
“Elimination of junk-food advertisements will not make television viewing a physically healthy activity,” Dr. David Ludwig, director of the New Balance Foundation Obesity Prevention Center at Boston Children's Hospital told the LA Times. “But elimination of advertisements will substantially reduce the harm of television viewing in childhood.”
In 2010, the company launched Disney Magic of Healthy Living, which offers parents tools to promote healthy eating and active lifestyles for kids.
Disney launched internal nutrition guidelines in 2006, with the goal of making 85 percent of its consumer food and drink products healthy. The remaining 15 percent was reserved for special treats, such as cakes for birthday celebrations. The company also stopped using toys in kid's meals to advertise its movies.
Disney 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.
The Better Business Bureau and 16 major food companies, including Coca-Cola Co., Burger King Worldwide Holdings Inc. and Mars Inc. have also pledged to ensure by 2014 that ads aimed at children are devoted only to better-for-you foods.
McDonald's, which is part of the initiative, said in a statement Tuesday that it will continue a dialogue with Disney about its new guidelines.