Marketing Practices

When it comes to advertising and marketing, we take special care toward children 12 and under, their parents and caregivers. For programming that targets this age group, we maintain clear guidelines for all our media outlets that require advertisers, both internal and external, to focus on the positive attributes of their products and services in a respectful and appropriate manner.

Our guidelines include high standards requiring that advertising to children not be deceptive, inappropriate, unfair or exploitative in any way. The guidelines address topics such as:

  • Appropriateness of products and services being advertised and messaging/tactics utilized
  • Accuracy of descriptions of features and benefits
  • Delineation between advertising and content
  • Fairness of tactics given child's age, cognitive maturity or emotional vulnerabilities

To manage the implementation of these standards, the Company maintains a dedicated staff of Standards professionals who review all kids programming before airing, including commercial content for our kids television and radio networks. In addition, Disney is a member and supporter of the Children's Advertising Review Unit (CARU) of the National Advertising Review Council (NARC).

Disney Channel Sponsorships

Disney Channel accepts certain limited sponsorships, with a focus on pro-social messages, with limitations on commercial messaging, and with no call to action or other sales inducements.

Marketing and Advertising Disney Products and Services

Disney's own promotions adhere to the CARU guidelines and strive to be both truthful and respectful of the unique sensibilities of children. We approach our marketing with the belief that parents and caregivers know what is best for each family, and that in many cases, families and children look forward to hearing about new Disney-branded products and experiences. We strive to deliver these marketing messages in a way that families are comfortable with. As indicated in other areas of the report, we take our cues from parents in this area.

Disney has dedicated teams that oversee marketing and promotional practices globally. They take a "consumer first" approach to managing this area and routinely seeks out parental input on our marketing activities.

Disney reviews its motion picture advertising and marketing plans to make sure they remain consistent with the goal of not inappropriately advertising R-rated movies to children. The Company's policy for the marketing of motion pictures applies to its domestic theatrical and home entertainment business units. It addresses aspects of marketing such as the use of age-appropriate media forums, inclusion of ratings and explanations of rating in promotional media, programming time slots for on-air promotional media, exhibition of trailers, and product tie-ins, among others.

Disney designed this policy to avoid inappropriate marketing of motion pictures rated R by the Classification and Ratings Administration of the Motion Picture Association of America (MPAA) to persons under the age of 17. Further, business units comply with the Regulations and instructions of the Advertising Administration of the MPAA, which reviews and regulates motion picture advertising for audience-appropriate content and placement.

Spotlight On: Helpful Cues for Parents
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Spotlight On: Helpful Cues for Parents
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We believe that parents and caregivers are best able to determine what is right for their family and their children. We approach them as our partners and seek to provide them with information that can help them sort through their options and choose what is best for their needs.

  • Movie Branding/Labeling - Disney applies different movie brands to different types of movies. Only films intended for family audiences are released under the Disney name. Films for other audience segments may be released under the Touchstone or Miramax labels.
  • Film Ratings - The Walt Disney Studios use the MPAA (Motion Picture Association of America) rating system to help audiences make informed decisions and choose the right movies for individual families. It is important to note, however, that the familiar G, PG, PG-13 and R ratings are set by the MPAA, not the studio releasing a motion picture.
  • TV Ratings - The Disney/ABC Television group uses the TV Monitoring Board Ratings system to rate entertainment programming. Use of ratings and descriptors are designed to help viewers and parents make informed TV viewing decisions.
  • Programming Blocks - In some cases, we designate certain blocks of time for certain audiences. For example, Disney Channel features a block of programming especially created for preschoolers, Playhouse Disney.
  • Signage and Gating - At Disney theme parks and resorts, attraction signage features, where appropriate, height restrictions and health warnings that help guide parents in considering whether a given ride is appropriate for themselves or their children.
  • Parent Information - Disney.com and DisneyChannel.com feature dedicated areas for parents where they can learn more about our family entertainment and policies, and in many cases apply limits and controls to their children's use of our websites.
  • Video Game Ratings - Disney Interactive Studios releases all of its video games with ESRB (Entertainment Software Ratings Board) and PEGI (Pan European Game Information) ratings indicating the age appropriateness of each title. The independent ratings systems for North America and Europe assist families in making appropriate choices for interactive entertainment.