The Walt Disney Company has been censured by the UK advertising watchdog for not making clear that a children"s mobile phone game cost £5 in its advertising. Disney broke Advertising Standards Agency (ASA) rules on truthfulness and pricing and was told to change its advertising. The ASA also told the company to make sure parental consent was given for expensive game downloads.
Disney advertised two sets of games available for download to mobile phones. A complaint was made to the ASA that the cost of the games was not made clear and that the advertising was irresponsible because it appealed to children who could download the games without adult permission.