No More Junk Food For Mickey Mouse

The venerable Walt Disney Co. said its programming will no longer be sponsored by junk food. The ban applies to its TV channels, radio stations and websites intended for children. That means that kids watching Saturday morning shows on Disney’s ABC network will not be treated to ads promoting fast foods, sugary cereals or candy.

First Lady Michelle Obama pronounced Disney’s stance “a game changer”.

I pronounce it dead on arrival.

First, the ban doesn’t go into effect until 2015 because of existing advertising agreements.

Next there’s attention. Which brings up the whole omnichannel discussion. In spite of Disney’s size and penetration of the youthful audience it is ludicrous to assume that kids wont be exposed to advertising through other channels. Consider this, 86 percent of mobile internet users are on their mobile devices while watching TV. It’s not likely they’re even paying attention to the commercials.

Finally, there’s desire. If a child wants Lucky Charms for breakfast…it’s likely he/she will get them. If the product is available, be it in stores, online, etc. it will be purchased.

So what is this chest-pounding, self-righteousness by Disney about? Posturing. Oh, and PR. The Disney announcement gives the company favor with the first lady and a spot on the front page of the newspaper. Otherwise Disney is a pretty sleepy operation (aka not very newsworthy).

Will someone tell the Disney PR department that no one reads newspapers anymore so the big announcement’s presence in the papers will be read by very few people. I’m just trying to be helpful.