From the classic animated films of Mickey Mouse, to the groundbreaking innovations of Pixar, world-class amusement parks and some of the best films of the past ten years, Disney has been a leader in its industry. Now, the Walt Disney Company has embarked a new initiative that will, hopefully, spark just as much influence and change as its other endeavors.
Under the media giant’s new standards, all food and beverage products that are advertised, sponsored or promoted by Disney Channel, Disney XD, Disney Junior, Radio Disney and any Disney-owned online destinations oriented to families with younger children will be required to meet Disney’s nutritional guidelines by 2015.
Disney has, therefore, become the first company to bar advertisements from companies that do not conform to a set standard of consumer value. In this situation, nutritional benefits.
“We’re proud of the impact we’ve had over the last six years,” said Bob Iger, the company’s CEO. “We’ve taken steps across our company to support better choices for families, and now we’re taking the next important step forward by setting new food advertising standards for kids. 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.”
While also pulling junk food advertisers, Disney will instate its Mickey Check program – a food labeling initiative where the company will provide an icon on the labels of foods that meet the required nutritional standards. The company plans to fully roll out this initiative by the end of 2012.
As Disney is changing the game for how companies of its size choose to advertise, many smaller food manufacturers that meet the company’s nutritional requirements may want to design a custom label that it can use to promote the healthy choices of the product or even the Mickey Check icon itself.