Disney imposes advertising ban on unhealthy products

Scam: Disney imposes advertising ban on unhealthy products in children's programs

07/06/2012

At first, everyone seemed enthusiastic about Disney's new business policy: By 2015, all commercials for unhealthy, fatty and high-sugar foods will disappear from the in-house programs for children. Disney boss Bob Iger announced on Tuesday that the company wanted to take action against the increasing obesity (obesity) of children. However, media experts suspect that this is a skilful campaign to win a new customer group.

Disney's image suffers
Bright and always in a good mood - the Disney marketing concept is well received. In addition to children's programs such as Disney Channel or Disney XD, the Group generates its record sales primarily with amusement parks and the sale of countless licensed products. But the emphatically clean Disney image only keeps at first glance what it promises. Even the founder of the media group, Walt Disney, expressed strange views. So he campaigned in 1957, for example, with a model of an atomic submarine for oh so clean atomic energy. It was one of the most ridiculed movies in Disney history „Our friend the Atom. "However, many of Disney's new ideas for promoting a healthy diet for children seem to be enthusiastic - especially America's First Lady, Michelle Obama.

On Tuesday, Group CEO Bob Iger said that Disney is now taking on the fight against child obesity. Therefore, by 2015, the Group would eliminate all commercials for unhealthy food from the children's programs. In the future, only products that are low in fat, sugar and calories and that comply with the strict internal catalog will be advertised. First, only the US is affected by the campaign. However, it should be distributed worldwide. „In due course, we will also adapt them in Germany, "said a company spokesman in Munich.In Germany," SuperRTL "is the largest channel in which Disney is involved A company spokeswoman said that the station is not affected by the advertising ban already own, strict advertising policies.

Will Disney win a new customer group through the advertising ban?
It's hard to believe that a media company wants to voluntarily forego high advertising revenues. Equally amazing is the reaction of the big junkfood manufacturers. The day after the campaign announcement, Kraft Foods said, including Milka and Toblerone: „We welcome Disney's commitment to improving the nutritional criteria for children's advertising. "Nestlé, the maker of a number of breakfast cereals, also said it was surprisingly positive, saying that the group does not advertise any unhealthy snacks among those under the age of 12. Nestlé has several different US diets Corporations, including McDonald's and Coca-Cola, have joined forces and decided to stop advertising for particularly sugary and fatty children's products.

Steve Birenberg, president of Northlake Capital Management, an investment consulting firm specializing in media, views Disney's approach critically. The group is primarily about publicity. „I do not want to sound cynical, but the whole thing is, above all, a very clever business decision, "explains Birenberg, because the advertising revenues on the children's channels are relatively low and therefore only play a minor role.The analysis company SNL Kagan estimates the advertising sales at Disney XD to be merely $ 127 million a year, but Disney spent about $ 12 billion on its theme parks last year.

The sale of licensed products flushes about $ 3 billion annually into the corporate treasury. With the advertising ban Disney seems to want to address a new customer group. Health-conscious parents should also become Disney customers. „Disney gives up relatively little and gets a lot for it, "explains Birenberg." In parallel with the campaign, a Disney quality label is to be introduced „Mickey Check“ The aim is to label foods that meet the Group's own nutritional criteria. So Disney decides which product is healthy and which is not.

Special children's products often contain too much fat and sugar
According to own data Disney would pay attention already since 2006 in its amusement parks on healthy nutrition. Accordingly, children's menus would be served with carrots or low-fat milk. Strange that burgers and pizza are still on the menu.

Products that are specifically designed for children, according to the manufacturer, often contain too much sugar and fat. If „Children's menu“, „Big Bear sausage“ or „Child-Cola“, According to Foodwatch, the food industry is turning children's diets with such products upside down. It offers in excess food, from which children should eat and drink only small amounts. In contrast, children's foods sold by the „aid info service nutrition service, agriculture, consumer protection e.V.“ With „plentiful“ certified, remain in short supply. Foodwatch criticized manufacturers for eluding their responsibility for a healthy diet for children. Instead, it would promote the increasing malnutrition. For economic reasons they produced as many unbalanced products, criticize the experts. The profit margin for fruit and vegetables is well below that of sweets and soft drinks. (Ag)

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Image: Thommy Weiss