BURBANK, Calif. — The Walt Disney Co. has launched two new initiatives to guide children and their families toward healthier food choices and is garnering praise from many sources — from First Lady Michelle Obama (rght) to Elizabeth Pivonka, the president of the Produce for Better Health Foundation.
Disney’s action — announced last week in Washington — ramps up the company’s standards for food advertising on programming targeting kids and their families and has created a “Mickey Check” icon to mark healthier choices on menus and packaged foods.
The effort builds on the company’s landmark nutrition guidelines established in 2006, Disney officials said in their announcement.
Under Disney’s new standards, all food and beverage products advertised, sponsored or promoted on the Disney Channel, Disney XD, Disney Junior, Radio Disney and Disney-owned online destinations oriented to families with younger children will be required by 2015 to meet Disney’s nutrition guidelines.
Those nutrition guidelines, aligned with federal standards, promote fruit and vegetable consumption, and call for limiting calories and reducing saturated fat, sodium and sugar.
Disney officials said it’s the first media company to introduce new standards for food advertising on programming targeting kids and families.