Mummy?! Is that an advert or a message?

So we are nearing the end of the assessed blogs, and in a true to life PR way we are looking at ethics. Some innovative ideas and controversial topics have been assessed and just before we get over excited we have to stop.. and ask what are the risks? Both socially and legally. Again I have chosen to look at Disney, not only because you have already reada bit about them, and I am soon to be an employer but also because new legislation brought out approximately one year ago directly effected companies working with children. The legislation introduced on March 1st 2011 entitled UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (the CAP Code) expanded to include online, including the rules relating to misleading advertising, social responsibility and the protection of children. Prior to this only paid for advertising, such as TV ads, were monitored. Now the legislation included messages sent on companies websites and messages sent on social media. According to Advertising Standards Agency Chairman Lord Chris Smith this is following on from 4,500 complaints since 2008 about marketing communications on websites that the ASA couldn't deal with. 

So what does this mean for a company like Disney?  The topic of selling products to children is often controversial and several studies show that children under 8 years old can't distinguish between ads and entertainment. Until then, they don't fully comprehend that advertising is trying to sell them something. Even with its spot less brand, family orientated culture and a list of CSR activity as long as Rapunzel's hair, working with children means the Disney communications team are always under scrutiny. Many people argue that it is unethical to advertise to children at all, Disney however argued in a 2006 ASA case that in many cases they are in fact advertising to the careers and parents of children. This new legislation will especially effect Disney's social site "Club Penguin" in fact we can see from the picture below the privacy policy was changed just days after the new legislation was introduced. 

As well as having their own moderators in place Disney invite any adult to become a moderator of the site and any children can become "secret agents" who "track down and report any penguins that are breaking the Club Penguin rules". This is an example of transparency, a tactic constantly strived for in PR to create a good and trustworthy reputation. As for advertising on the site Disney state they are committed to an ad free club penguin and also stay away from advertising elsewhere. By remaining ad-free, they can provide their users a safe haven from marketing. This means they will not host any advertising on the game or their website for other games and companies. So it appears Disney have the advertising and privacy situation handled. They legally have good ethics. 

Now the only question is are the messages there sending 100% ethical? As with many companies working with children Disney have been critiqued for encouraging pester power. An issue that may have become more scrutinized under the new legislation. However in the modern day our children are surrounded by advertisements for clothes, food, toys and much more. Instead of seeing advertising as an opportunity to create conflict between adults and parents, it could be argued it is an opportunity to teach children to resist the powers of advertising and create boundaries. Johnson argues children learn ethics at a young age and it is the job of parents and teachers to install these, even in a digital age. We are beyond the age of naivety, we must recognize that Disney is a company that cares for, works hard for and safely entertains our children, it is ultimately however is a company and thus has the right to promote itself. The new legislation however does work to protect children and in the case of some less reputable brands will be hugely effective, brands such as Disney could even gain as other companies will be forced to continue at the ethical level Disney have worked at for years.