Disney Ad Guidelines |

DISNEY AD GUIDELINES

Scope: Disney Interactive Advertising Guidelines and Policies are applicable across Disney.com, the Family Network, Marvel Kids, and all applicable digital media distribution platforms (e.g., YouTube, Roku, Xbox). Please note that Disney’s child-directed sites (Disney Channel, Disney XD, Disney Junior, and Radio Disney) have a separate set of guidelines: http://mediakit.go.com/disney/disneyADguidelines2.html
Advertising environment: Advertiser’s advertising environment must be appropriate in the context of the Disney Interactive (“DI”) sites on which Advertiser’s advertising content shall appear. The advertising environment includes the advertising content itself, the specific destination URL, and any advertiser interstitial pages reached from the ad content. In addition to the content guidelines listed below, Advertisers must have a privacy policy that is clearly posted either on the landing page from the advertisement or on the Advertiser’s home page. If the privacy policy is found only on the home page, there must be a link to the home page from the landing page. Where the Children’s Online Privacy Protection Act (“COPPA”) or the Children’s Advertising and Review Unit (“CARU”) applies, Advertisers must take appropriate measures to ensure that they are COPPA and/or CARU compliant. For specific questions, please refer to: CARU: http://www.caru.org/guidelines/ or COPPA: http://www.ftc.gov/privacy/coppafaqs.shtm
Approvals: DI must approve all advertising content prior to posting on the DI Sites, at DI’s sole discretion. Once advertising content is live on DI Sites, DI retains the right to remove previously approved advertising content from the DI Sites if DI later determines that Advertiser’s content does not meet DI’s standards or comply with DI policies.
Food: All campaigns for food products must adhere to The Walt Disney Company Nutrition Guidelines. For specific questions, please refer to: http://thewaltdisneycompany.com/citizenship/magic-healthy-living
Below are the DI content guidelines regarding advertising materials.
- Inappropriate ad content for all DI websites::
  - Ads for “R” or “NC-17” rated movies and movies on DVD/Blu-ray
  - Ads for “TV14” or “TVMA” TV programming, or shows on DVD/Blu-ray
  - Ads for “M”, “AO” or “RP” rated video games
  - Creative that could frighten or upset young children or the parents of young children
  - Adult-oriented prescription drugs (e.g., Viagra, etc.)
  - Contraceptives
  - Tobacco (cigarettes, cigars, pipes, chewing tobacco, etc. and except for anti-smoking campaigns approved by DI)
  - Liquor of any kind (hard, beer, wine) (except on Family Network, where only hard liquor is inappropriate)
  - Illicit drugs (marijuana, etc., except for anti-drug campaigns approved by DI)
  - Pornography and sex sites
  - Suggestive or revealing images (bare midriffs, legs, etc.)
  - Potentially slanderous or libelous content
  - Bad language, proxies for bad language (X@#%!)
  - Politics (lobbyists, PAC sites, political campaigns)
  - Sensationalism (killer bees, gossip, aliens, scandal, etc.)
  - Gambling (excluding legal state lotteries, sweepstakes and fantasy leagues)
  - Unsubstantiated or false claims
  - Misleading language (e.g., using the word “free” in the advertisement to describe a contest or sweepstakes prize)
  - Graphic violence
  - Guns (firearms, bullets, etc.)
  - Death (funeral homes, mortuaries)
  - Any advertising content that violates applicable laws, rules or regulations
  - Content that is otherwise inappropriate for children
- Ad content reviewed on a case-by-case basis:
  - PG-13 movies and T-rated games
  - Products with a “keep out of reach of children” label
  - OTC (over-the-counter) medication
  - Prescription drugs, vitamins, dietary supplements, and diet/weight-loss products
  - Caffeinated beverages (products like coffee, which are clearly adult-targeted, are often allowed, while sodas and energy drinks are not)
  - Product pricing featured on ad creative (see section D)
  - Unreasonable or highly unlikely product or service claims
  - Double entendres
  - Controversial topics (social issues, etc.)
  - Cartoons or other characters
  - An implied affiliation or favored status with DI or a DI affiliate
  - A copy or parody of current or past DI advertising content
  - Unauthorized or unapproved use of DI or a DI affiliate’s creative assets (such as, talent, logos, characters, movie logos, theme park imagery, color scheme, font(s), etc.)
  - Involves a direct business competitor (Games, TV, Movies, Parks, Travel, Books, Music, Live Events, Family or Kid properties, etc.)
  - Involves an advertiser in a category where DI has previously granted exclusive rights to another party (including WDS)
- Compliance: The advertising content and delivery must comply with all applicable laws, rules, regulations, and self-regulatory principles and/or guidelines, including without limitation, COPPA, CARU and the Digital Advertising Alliance’s “Self-Regulatory Principles for Online Behavioral Advertising,” or their then-current equivalents, and must be clearly identifiable as an advertisement and may not be disguised as editorial content, as determined by DI.
- Offers: Advertisers must fulfill the advertised offer as stated in the advertisement, including without limitation, not altering any offer periods, product offers or prices that are stated in the advertisement; unless Advertiser has obtained DI’s prior approval.
- Privacy: Where personal information is solicited within the Advertisement or on the Advertiser’s landing page:
  - Any collection of personal information must be in full compliance with all privacy laws, including COPPA where applicable.
  - Advertiser must clearly explain to the guest how Advertiser will use the personal information collected and provide an easily accessible and functional link proximately located at the point of data collection to the privacy policies of all entities that will have access to and/or process such data.
- Disney-Branded Assets: The use of Disney-branded assets must be pre-approved by DI. When the use of Disney-branded assets or characters is approved, the following requirements must be adhered to:
  - The advertiser must be clearly and prominently identified on every frame of the advertising content.
  - The Disney assets or characters cannot be portrayed as aware of the sell message around them. To that extent, the following are not acceptable:
    - Characters/assets holding merchandise
    - Characters/assets 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 merchandise
    - Characters/assets using merchandise and/or services of the Advertiser
- Other Disney Assets: Use of Disney assets that are not Disney-branded (e.g., ESPN related assets) requires the pre-approval of the applicable site(s).
- Non-Disney Animated Assets: If the Advertiser uses non-Disney assets that are readily recognizable to children and parents (e.g., a pharmaceutical company ad utilizing cartoon characters), the Advertiser must be clearly and prominently identified on every frame of the advertising content.
- General
  - In addition to these DI Guidelines and Policies for Advertising, the terms of the applicable Insertion Order, including the IAB Standard Terms And Conditions For Internet Advertising For Media Buys One Year or Less (version 3) as amended by the DI Addendum, the terms of the applicable Promotion (or other “master”) Agreement (as applicable), and DI Technical Specifications outlined at http://mediakit.go.com, apply to each order. For any conflicts between the terms of the aforementioned documents, the following shall be the priority of governing terms: 1. Promotion Agreement, 2. Insertion Order, 3. DI Technical Specifications, 4. DI Guidelines and Policies for Advertising.