It’s been almost a year since Disney+ was expanded around the world with the general entertainment brand, Star, which contains films and shows from Disney’s studios including 20th Century Studios, Disney Television Studios, FX, ABC, Touchstone and more.

When Star was initially launched, it was treated almost like a different product, that people could find within Disney+.  But this branding, caused confusion amongst consumers, who thought Star was an extra add-on or an entirely different streaming service.

Last year, Disney updated is parental controls to ensure that Disney+ remains a suitable viewing experience for everyone in the family. Subscribers can set access limits on mature content and create PIN protected profiles, alongside the already existing Kids Profiles, to give parents and guardians peace of mind.

Slowly over time, Disney has been reducing the amount of Star branding in their advertising and most recently, treating it similar to how the other core brands are promoted.

 

 

 

This advertising also can vary between countries, as recently, with a number of major mature shows heading to Disney+ internationally over the next few months, like “Pam & Tommy” and “The Walking Dead”. Disney has once again adjusted its marketing for mature content.  Now highlighting age certificates (16+ & 18+) onto its adverts and commercials to indicate that it’s not suitable for audiences under that age.

Here are some examples of the new advertising featuring the age certificates in the UK & Ireland:

In Australia and New Zealand, there is a similar warning stating R18+

With more mature content being released onto Disney+ around the world, it’s been very noticeable that Disney has been experimenting with its advertising.  As “Pam & Tommy” is without a doubt pushing the boundaries of what people are expecting on Disney+.

What do you think of Disney+ using age certificates in its marketing?






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Roger Palmer

Roger has been a Disney fan since he was a kid and this interest has grown over the years. He has visited Disney Parks around the globe and has a vast collection of Disney movies and collectibles. He is the owner of What's On Disney Plus & DisKingdom. Email: Roger@WhatsOnDisneyPlus.com Twitter: Twitter.com/RogPalmerUK Facebook: Facebook.com/rogpalmeruk

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