Disney Frying Out Fast Food

Recently, Disney, the large family entertainment company, announced they weren't going to advertise fast food companies on their TV channels, websites and radio stations which are aimed at kids and families beginning in 2014.  Also on the list of banned advertisements are sugary cereals and treats.  The company has set out standards to follow, and any advertisers who wish to win a coveted spot in any of their media must be a product that passes the test.  They've put a 600 calorie limit on full meals, and a 200 calorie limit on any side dishes as their advertising constraints.

No longer fast food, but apples will grace Disney's ads

The First Lady, Michelle Obama, has been active in this initiative and supports the company's decision, calling it a "game changer".  Disney is the first major media company to take this stand and if their past actions have been any indication, it's quite likely other companies could follow suit.  This ban has been in the making for a while, in 2006 Disney set out a goal to make 85% of the food sold in their parks and resorts "healthy".  What they constitute as "healthy" isn't quite defined, so they can have creative liberty at deciding what they deem healthy and unhealthy.

Of course, it would be difficult to argue cookies and chips are healthy, however, there are many foods which sit on the healthy/unhealthy fence.  While I think this is a step in the right direction for Disney, and advertising in general, I'll be impressed to see it actually come to fruition successfully.  I think it will be more difficult to initiate and enforce this goal.  I'm hoping it works out though.