Disney Digital Advertising Inventory Guidelines

Updated March 2022

These guidelines (“Guidelines”) apply to purchases of Disney Digital (“DD”) advertising inventory sold in the U.S. on Disney-branded properties described below.  The Guidelines do not, and cannot, provide an exhaustive list of guidelines or examples, and DD reserves the right to review, approve, reject, and refuse to display, or remove any and all advertising on a case-by-case basis.  DD also reserves the right to approve exceptions to these Guidelines on a case-by-case basis.  DD may update these guidelines from time to time without notice, so please check in and review them regularly.

    1. Disney Digital Brands and Properties. These Guidelines apply to advertising inventory on digital platforms of the Disney Digital brands (e.g. websites, apps, and social platforms), and their associated properties (e.g. characters and program titles), including but not limited to the following (collectively, the “Disney Digital Advertising Inventory”):
      1. Disney, including but not limited to:
        • Disney Channel, Disney Junior, Disney XD
        • Disney Style, Disney Family, Oh My Disney, Disney Eats, Disney Pets
        • Disney+ YouTube channels and social handles
        • Examples of associated properties: Cinderella, The Muppets, Winnie the Pooh
      2. Star Wars, including but not limited to:
        • This Week in Star Wars
        • Examples of associated properties: Book of Boba Fett, The Clone Wars
      3. Pixar, including but not limited to:
        • Examples of associated properties: Edna Mode, Coco, Toy Story
      4. Marvel, including but not limited to:
        • Marvel HQ, Styled by Marvel, Marvel Unlimited
        • Examples of associated properties: Thor, Eternals
    2. Guidelines applicable to all Disney Digital Advertising Inventory
      1. Disclosures for Advertisements. Advertisements must be clearly identifiable as an advertisement and may not be disguised as editorial content. The method of disclosure can differ depending on the platform, target audience, and type of advertising, but in all cases must be clear and conspicuous. Similarly, disclosures concerning a product, service or offer, such as how a product works, what is included with a service, or what is excluded from an offer, must be made clear and conspicuous to a reasonable consumer.
      2. Substantiation, Legality, Third Party Rights. Advertisers must be able to substantiate any express or implied claims conveyed in the advertisements. An advertised offer must be fulfilled as stated in the advertisement, and advertisements may only portray or make claims about the product or services being advertised that are accurate and truthful. Advertisements must not be misleading and must comply with all applicable laws, rules, and regulations, including industry self-regulatory guidelines, and must not infringe or violate any third party’s rights.
      3. IAB Terms. The terms of the applicable Insertion Order (“IO”), including the Disney Advertising Sales Addendum to the 4As/IAB Standard Terms And Conditions For Internet Advertising For Media Buys One Year or Less (version 3.0) which can be found at https://www.disneyadvertising.com/mediakit/das-iab-addendum/, and the terms of the promotion agreement (if any), apply to each campaign.
      4. Technical Specifications. Advertising materials must comply with DD’s technical specifications, which can be found at https://www.disneyadvertising.com/mediakit/.
      5. Third Party Technology. All third party technology included or appended to an Ad by or on behalf of Advertiser (“ATPV Services”), including any tags, pixels or other software code utilized for brand safety, invalid traffic/fraud or viewability, shall be subject to DD’s prior written approval and shall only be permitted for purposes of measuring performance, monitoring, research or verification.
      6. Disney Assets. The use of Disney-branded assets or Disney characters in custom materials must be pre-approved by Disney Corporate Brand Management, and/or the appropriate Disney division that (i) controls the franchise being portrayed (e.g., Enterprise Franchise Management) and (ii) has licensed the rights to the advertiser to use such assets (if applicable). If approved, then the Disney assets/characters cannot be portrayed as being aware of the sell message around them. To that extent, the following are not acceptable:
        • Characters/assets holding merchandise
        • Characters/assets pointing to, gesturing towards, or otherwise presenting merchandise, offers, or services
        • Characters/assets appearing to think about merchandise, offers, or services (e.g., the use of “think bubbles”)
        • Characters/assets looking at merchandis
        • For food and beverage advertisers, characters/assets eating or drinking the merchandise
        • Characters/assets using merchandise and/or services of the advertiser
      7. Data Collection. Advertisers engaging in data collection through its advertising materials must collect data in compliance with Disney’s Data Collection and Use Policy, which can be found at https://www.disneyadvertising.com/mediakit/data-policy-general/, and Disney’s Data Collection and Use Policy – Child Directed Properties, which can be found at https://www.disneyadvertising.com/mediakit/data-policy-child/.  Where personal information is requested on an advertiser’s landing page:
        1. Any collection and processing of personal information must be in full compliance with all applicable privacy laws, including data protection laws and regulations, advertising industry self-regulatory codes, guidelines and standards, and platform terms and policies;
        2. An advertiser must clearly explain to the consumer how the advertiser will use the personal information collected;
        3. An advertiser must provide a clear and conspicuous link to its privacy policy on the landing page from the advertisement and provide required opt-outs.
      8. Food or Beverage Advertising. Advertising of food or beverage products that targets an audience aged 13 and over are subject to the following restrictions:
        • Food and beverages that do not meet Disney’s Nutritional Guidelines (found at http://citizenship.disney.com/disney-check) and are primarily intended for kid consumption (e.g. virtually all fruit snacks) cannot be advertised.
        • Food and beverages that do not meet Disney’s Nutritional Guidelines (e.g., sugar-sweetened beverages, candy/treats, junk chips, QSR) should be targeted only to adults. For example, talent should be adults, the look and feel of the advertising should be adult, and kid-appealing artwork or language cannot be used (e.g. no animated characters).
      9. Product Categories and Advertising Content
        • The following product categories and advertising content are inappropriate for Disney Digital Advertising Inventory:
          • “R” or “NC-17” rated movies or “TVMA” TV programming, or “M”, “AO” or “RP” rated entertainment software products
          • Tobacco (cigarettes, cigars, pipes, chewing tobacco, etc. except for anti-smoking campaigns approved by DD)
          • Alcohol (beer, wine and hard liquor)
          • Illegal drugs and related products and services (except for anti-drug campaigns approved by DD)
          • Cannabis, marijuana, CBD and related products and services
          • Sexually explicit or suggestive images (pornography, sex sites, bare midriffs/legs) or any other products, themes or content with adult themes or themes of a sexual nature (e.g., erectile dysfunction, contraceptives, sex toys, etc.)
          • Content that is reasonably determined to be harmful, threatening, obscene, fraudulent, harassing, defamatory
          • Offensive language or images, including bad language and proxies for bad language (X@#%!)
          • Politics (lobbyists, PAC sites, political campaigns) and ads or content that take a position on a controversial issue of public importance (e.g. social issues)
          • Sensationalism (killer bees, gossip, aliens, scandal, etc.)
          • Gambling and sports betting (excluding legal state lotteries, sweepstakes and fantasy leagues)
          • Money-making opportunities
          • Graphic violence
          • Dangerous products or violent sports/recreational activities (guns, weapons, bullets, fireworks, matches, lighters)
          • Death and death-related products and services (funerals, funeral homes, mortuaries)
          • Ads or content that potentially encourage imitation of unsafe, inappropriate or otherwise illegal behavior
          • Claims or representations that could be interpreted as wrongfully discriminatory based on race, sex, religion, nationality, disability, sexual orientation, or age
          • Diet, weight loss, or slimming products such as diet pills or food substitutes such as slimming shakes
          • Personals or dating services
          • Religion and religious themes
          • Cosmetic or body modification procedures, including tanning in an ultraviolet device and plastic surgery
          • Black magic, astrology, occult, paranormal, and psychic services
          • Content that contains or promotes spyware, malware, or other harmful code
          • Brokerages and day trading
          • Unauthorized or unapproved use of Disney’s creative assets (such as, talent, logos, characters, movie logos, theme park imagery, color scheme, font(s), etc.)
          • Any content that directly links to content that contains any of the above prohibited content
        • The following product categories and advertising content are reviewed on a case-by-case basis to determine whether they are appropriate for Disney Digital Advertising Inventory:
          • TV14 programming, PG-13 movies and T-rated entertainment software products
          • OTC (over-the-counter) or prescription medication (including vitamins, dietary supplements, and diet/weight-loss products)
          • Double entendres
          • Employment services
          • An implied affiliation or favored status with Disney
          • A copy or parody of current or past Disney advertising materials
          • Involves a direct business competitor of Disney’s
          • Involves an advertiser in a category where Disney has previously granted exclusive rights to another party
          • Non-Disney animated characters
    3. Additional Guidelines applicable to Disney Digital Advertising Inventory directed at children under 13
      1. Disclosures. In addition to text disclosures, audio disclosures must be used when video advertising is directed at children under 13.
      2. Compliance. The advertising materials and delivery must also comply with the Children’s Online Privacy Protection Act, the Children’s Online Privacy Protection Rule, as amended, and any United States Federal Trade Commission guidance on the foregoing Act and Rule (collectively, “COPPA”) and the Children’s Advertising Review Unit’s (“CARU”) guidelines. COPPA and CARU provide that, among other requirements, advertisements directed to children under 13 years of age should not engage in online behavioral advertising. To learn more about COPPA and CARU, see https://www.ftc.gov/enforcement/rules/rulemaking-regulatory-reform-proceedings/childrens-online-privacy-protection-rule and https://bbbprograms.org/programs/all-programs/children’s-advertising-review-unit/Ad-Guidelines.
      3. FORT-D. All advertisements directed at children under 13 must run through the internal ad approval system called “FORT-D” before an ad campaign directed at children under 13 can launch.
      4. Data Collection. Personal information (as defined under COPPA) must not be collected from children on Disney Digital Advertising Inventory. Advertiser must comply with Disney’s Data Collection and Use Policy – Child Directed Properties, which can be found at https://www.disneyadvertising.com/mediakit/data-policy-child/.
      5. Nutrition Guidelines. All advertisements directed to kids and families for food and beverage products, food service providers, and restaurants must comply with The Walt Disney Company’s Nutrition Guidelines and must be approved on a case-by-case basis. Disney’s Nutrition Guidelines can be found at http://citizenship.disney.com/disney-check.
      6. Entertainment Software Products (e.g., console games, mobile games) directed at children under 13. Industry sponsored ratings for entertainment software products (referred to herein as “Games”) must be disclosed in video and audio. Games carrying an Entertainment Software Rating Board (“ESRB”) rating of E or E10+ (for everyone 10 and older) may be advertised. For more information on ESRB ratings, go to www.esrb.org.
      7. Films and Videos directed at children under 13. Advertisers should take care to ensure that only age-appropriate videos and films are advertised to children. If an industry rating system applies to the product, such as the Motion Picture Association of America (“MPAA”) rating for films, the rating label must be prominently displayed.
      8. Products Labeled “Keep out of reach of children.” Advertising for products that are labeled “Keep out of reach of children” but are of benefit to children, e.g. sunscreen or dental products, should depict adult supervision. In such cases, Advertisers must be able to support the implied claim that the product does not present a danger to children with reliable scientific evidence.
      9. Product Categories. In addition to the categories listed in Section 2(c) above, the following categories are prohibited on Disney Digital Advertising Inventory directed to children under 13:
        • Content that could frighten or upset young children or the parents of young children or is otherwise inappropriate for children
        • Food or beverages that contain high levels of caffeine or any artificial stimulant (including guarana or other energy drinks)
        • Advertisements that link to any age-restricted social media platform or network e.g. Facebook, Instagram, Twitter
        • Products with product pricing featured