In partnership with internet safety groups in Europe, the Middle East and Africa, Disney will run messages on its kids’ channels, in its magazines and virtual world, Club Penguin. The estimated media value is £3m.
Lane Merrifield, executive vice president of Disney Online Studios and co-founder of Club Penguin, says: “The digital world offers opportunities for kids today that my generation can only dream of. The world’s biggest library at their finger tips, the chance to play with other kids in digital spaces designed to feed their imaginations and the ability to share their experiences with friends and family all over the world. But this means nothing if they don’t know how to behave in a safe way online and be good digital citizens.”
Announcement of the initiative comes weeks after the owners of Habbo Hotel suspended conversations on the site after a Channel 4 investigation found that sexually explicit content is being posted on the site.
The investigation led several brand partners, including Tesco and WH Smith to pull their services from the site.