June 6th, 2012

Don't Expect Kids' Networks to Follow Disney on Food Ads

By Jeanine Poggi, E.J. Schultz
Advertising Age

Walt Disney Co.’s new restrictions on food advertising to children may increase attention to healthy eating and enhance the company’s brand, but don’t look for them to spur new ad policies elsewhere in kids’ TV.

The media giant said Tuesday that it will no longer accept sponsorships or advertisements for foods that don’t meet certain guidelines for Disney Channel, Disney XD, ABC Saturday-morning cartoons, kids’ radio and its online properties. While all eyes are now on Nickelodeon, Cartoon Network and The Hub to follow suit, none of the new networks gave any indication that they are prepping their own new guidelines for food and drink ads.

That’s mostly because they feel their previous pledges already address many of the concerns about kids and food marketing. They agreed in 2006—like Disney—to not license their characters to unhealthy food products. And they have been following the voluntary guidelines of the Better Business Bureau’s Children’s Food and Beverage Advertising Initiative, or CFBAI.

Read more: http://adage.com/article/media/expect-kids-networks-follow-disney-food-ads/235192/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+AdvertisingAge%2FLatestNews+%28Advertising+Age+-+Latest+News%29&utm_content=Google+Reader

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