Disney CEO Robert Iger and first lady Michelle Obama announced Disney’s “Magic of Healthy Living” initiative on Tuesday. Slated to begin in 2015 it will ban ads for sugar- and fat-laden products during children’s TV programing including those on Disney Junior and ABC’s Saturday morning cartoons. With all foods meeting federal nutritional standards receiving a “Mickey Check” seal of approval.
Analysts don’t see the loss of advertising hurting the overall bottom line at the company that currently brings in $43 billion in annual revenue. The Disney Channel makes $1 billion a year on affiliate fees but sells no advertising, and Disney Junior is expected to generate less than $20 million in ads in 2012 while Disney XD will sell about $127 million, according to SNL Kagan.