While my sister and brother were always fans of sliming and action-oriented game shows on Nickelodeon growing up, I preferred the usually tamer and safer Disney channel. Memories of advertising on the network usually involved upcoming original programming and the occasional Skechers commercial that made me covet the brand, but apparently I am blocking out all the junk food commercials that have populated the channel day and night. Michelle Obama is not a fan of the advertisements advocating for products lacking in nutrition and now, Disney has plans to do something about these types of commercials.
As part of the move to combat childhood obesity, one of the First Lady’s biggest pet products is the “Let’s Move” initiative, which has worked hard to push kids to get moving in the summer months, as well as has updated the food pyramid to a simple and functional plate diagram. Now Disney CEO Bob Iger is teaming up with Obama to change the way the network does commercials. According to Deadline, Iger has plans to cut down on advertisements relating to products that might be high in sugar but low on nutritional value. The move will be pushed on many different types of platforms aimed at kids including television, websites, and Disney radio. An announcement is expected, tomorrow.
In many ways this is a good idea. I highly doubt Disney will be overly affected in its advertising profits, as toy companies and other groups will undoubtedly fill in for the sweets companies. I know I for one would much rather see my kid clamoring for a trampoline or a pair of roller blades over the newest sugary concoction. Still, Michelle Obama must have some sick negotiating skills to get the Disney crew to come through with one of her “Let’s Move” ideas. Good for her.
