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| Michelle Obama hails Disney Channel move to shun sugar-coated advertising | Michelle Obama hails Disney Channel move to shun sugar-coated advertising |
| (30 days later) | |
| The sight of kids scoffing sugary, salt-laden snacks as they watch TV, which in turn showers them with advertisements for the same junk-food products, may be consigned to the past. | The sight of kids scoffing sugary, salt-laden snacks as they watch TV, which in turn showers them with advertisements for the same junk-food products, may be consigned to the past. |
| In the presence of Michelle Obama, who has made the fight against childhood obesity the imprimatur of her role as first lady, the Walt Disney Company announced that all food and drinks advertised on its broadcast channels would have to meet federally approved nutrition standards. | In the presence of Michelle Obama, who has made the fight against childhood obesity the imprimatur of her role as first lady, the Walt Disney Company announced that all food and drinks advertised on its broadcast channels would have to meet federally approved nutrition standards. |
| With tight limits placed on calories, fats, sugar and sodium, many commercials for fizzy drinks, frosted cereals, sweets and sticky cakes would be eradicated from Disney networks. | With tight limits placed on calories, fats, sugar and sodium, many commercials for fizzy drinks, frosted cereals, sweets and sticky cakes would be eradicated from Disney networks. |
| Obama hailed Disney's move as a game-changer. "It's huge. Just a few years ago if you had told me or any other mom or dad in America that our kids wouldn't see a single ad for junk food while they watched their favorite cartoons on a major TV network, we wouldn't have believed you," she said. | Obama hailed Disney's move as a game-changer. "It's huge. Just a few years ago if you had told me or any other mom or dad in America that our kids wouldn't see a single ad for junk food while they watched their favorite cartoons on a major TV network, we wouldn't have believed you," she said. |
| Though voluntary, Disney's initiative has potential to shake up the way food is marketed to children in the US. The company has such scale – reaching almost 100m households through the Disney Channel, Disney XD, Disney Junior and Radio Disney – that when it sneezes, other media businesses are likely to catch a cold. | Though voluntary, Disney's initiative has potential to shake up the way food is marketed to children in the US. The company has such scale – reaching almost 100m households through the Disney Channel, Disney XD, Disney Junior and Radio Disney – that when it sneezes, other media businesses are likely to catch a cold. |
| "We're taking the next important step forward by setting new food advertising standards for kids," said Disney's chairman and CEO, Robert Iger. | "We're taking the next important step forward by setting new food advertising standards for kids," said Disney's chairman and CEO, Robert Iger. |
| The move comes as food- and drink-producing giants are under mounting pressure from public authorities seeking to stem the obesity epidemic, particularly among children. Last week New York mayor Michael Bloomberg announced plans to limit the size of sodas dispensed in the city. | The move comes as food- and drink-producing giants are under mounting pressure from public authorities seeking to stem the obesity epidemic, particularly among children. Last week New York mayor Michael Bloomberg announced plans to limit the size of sodas dispensed in the city. |
| Formally announcing the proposals on Tuesday at the Montefiore medical centre, Bloomberg answered critics who have suggested he is attacking New Yorkers' freedom of action. "Nobody is suggesting that we take away your right to drink as much sugary drink as you like, all that we are doing is making sure that you are presented with it in a form that you can understand." | Formally announcing the proposals on Tuesday at the Montefiore medical centre, Bloomberg answered critics who have suggested he is attacking New Yorkers' freedom of action. "Nobody is suggesting that we take away your right to drink as much sugary drink as you like, all that we are doing is making sure that you are presented with it in a form that you can understand." |
| One in three adult New Yorkers are now believed to be suffering with obesity-related diabetes or pre-diabetes. The city estimates the health costs of the epidemic amount to $4bn every year. | One in three adult New Yorkers are now believed to be suffering with obesity-related diabetes or pre-diabetes. The city estimates the health costs of the epidemic amount to $4bn every year. |
| Across the country, a third of children and adolescents are classified overweight or obese. Meanwhile, they are exposed to $1.6bn a year worth of food and drink advertising. | Across the country, a third of children and adolescents are classified overweight or obese. Meanwhile, they are exposed to $1.6bn a year worth of food and drink advertising. |
| Disney's initiative, branded the Magic of Healthy Living , will not come into effect until 2015 as a result of long TV advertising contracts. As part of the move, the company has introduced a new set of nutrition guidelines to which all adverts from that date will have to adhere, modelled on federal health standards. | Disney's initiative, branded the Magic of Healthy Living , will not come into effect until 2015 as a result of long TV advertising contracts. As part of the move, the company has introduced a new set of nutrition guidelines to which all adverts from that date will have to adhere, modelled on federal health standards. |
| The standards dictate that advertised complete meals must have a limit of 600 calories, 2.5g of added sugar per 100 calories and a 740mg of sodium. There are similar requirements for breakfast cereals, nuggets, hot dogs and pre-cooked foods. | The standards dictate that advertised complete meals must have a limit of 600 calories, 2.5g of added sugar per 100 calories and a 740mg of sodium. There are similar requirements for breakfast cereals, nuggets, hot dogs and pre-cooked foods. |
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