Disney Mobile Censured over Mobile Games Adverts
The UK's advertising regulator - the Advertising Standards Authority has censured Disney Mobile over some adverts for mobile games the company ran late last year. The adverts were on the back covers of brochures offered in the Disney Stores and promoted the film Cars and stated "Make a Pit stop and text CARS to xxxx to get Cars the mobile game to your phone". The second ad showed images of Mickey Mouse and stated "Take five with Disney's 3'n'1 Puzzle pack featuring three great games (Sudoku, Solitaire & Mahjong) for your mobile. Text PUZZLE to xxxx to get Disney's 3'n'1 puzzle pack on your phone"
A complainant wrote to the regulator noting that the adverts did not fully explain the cost of the games and that they were aimed at children.
Disney Mobile explained that they felt the adverts were aimed at parents, and that anyone downloading the games would be directed to a WAP page which explained the full costs involved. The regulator disagreed though and upheld the complaint.
The regulator told Disney to ensure future ads in the Disney Store Brochure for downloadable mobile games that were likely to appeal to children under 16 made clear the full cost of downloading the games and to ensure that the full cost did not exceed £3. "
Posted to the site on 4th June 2007