LOS ANGELES — The Walt
Disney Co. has become the first major media company to ban
junk-food advertising on programming that targets children.
Building on a
healthful-foods initiative in its theme parks, Disney imposed new
standards for food and beverages advertised on Disney XD and
during the Saturday morning programs on Disney-owned ABC
television stations. Disney Channel and Disney Junior, which are
not ad-supported but receive brand sponsorships, would also be
covered under the nutrition guidelines, officials said.
Kantar Media, a research firm specializing in advertising,
estimated the total amount of ad spending for this kind of
advertising on Disney-owned channels and Saturday morning
children’s programming on ABC totaled $7.2 million in 2011.
Don't Expect Kids'
Networks to Follow Disney on Food Ads
new restrictions on food advertising to children may increase
attention to healthy eating and enhance the company's brand, but
don't look for them to spur new ad policies elsewhere in kids' TV.
media giant said Tuesday that it will no longer accept
sponsorships or advertisements for foods that don't meet certain
guidelines for Disney Channel, Disney XD, Saturday-morning
programming on ABC-owned stations, kids' radio and its online
properties. While all eyes are now on Nickelodeon, Cartoon Network
and The Hub to follow suit, none of the new networks gave any
indication that they are prepping their own new guidelines for
food and drink ads.