Disney+: New user agreement allows ads before movies in all subscriptions

Disney+：新用户协议允许在所有订阅方案的电影前播放广告

In January 2025, Disney+ updated its Subscriber Agreement to include provisions allowing advertisements in content across all subscription tiers, including those marketed as “no ads” or “ad free.” 2025年1月，Disney+ 更新了其订阅协议，其中包含允许在所有订阅层级（包括那些标榜为“无广告”或“免广告”的层级）的内容中投放广告的条款。

Background

背景

Prior to the change, Disney+ marketed and provided its premium tier as an entirely ad-free viewing experience. The introduction of advertisements into the premium tier represents a modification to the original service offering after purchase. 在此次变更之前，Disney+ 将其高级订阅层级营销并提供为完全无广告的观看体验。在高级层级中引入广告，意味着在用户购买后对原始服务内容进行了修改。

The Change

变更内容

Section 2(k) of the Disney+ Subscriber Agreement states: We offer different Disney+ and Hulu Service Tiers, some with advertisements and some predominantly without. Service Tiers described as “no ads” or “ad-free” are generally free of commercial interruptions, with certain exceptions that may change from time to time, including where: (i) streaming rights or other limitations require certain Content to play with ads; or (ii) ads are served in certain live or linear Content or special events (and replays thereof). Additionally, “no ads” or “ad-free” Service Tiers may contain limited promotional content, such as brief clips about the Bundles (including messages promoting an upgrade thereto) and other content available on any services associated with the Bundles, and branded content, product integrations, or sponsorship messaging. Disney+ 订阅协议第 2(k) 条规定：我们提供不同的 Disney+ 和 Hulu 服务层级，部分包含广告，部分则基本无广告。被描述为“无广告”或“免广告”的服务层级通常没有商业插播，但存在某些可能随时变更的例外情况，包括：(i) 流媒体版权或其他限制要求某些内容必须播放广告；或 (ii) 在某些直播、线性内容或特别活动（及其重播）中投放广告。此外，“无广告”或“免广告”服务层级可能包含有限的促销内容，例如关于套餐的简短片段（包括推广升级套餐的信息）、套餐相关服务中提供的其他内容，以及品牌内容、产品植入或赞助信息。

Implementation

执行情况

This policy affects all subscription tiers, including: Premium (“ad-free”) subscriptions, Basic (with ads) subscriptions, and Bundle subscriptions that include Disney+. The modification was done via an update to the service’s terms & conditions, with subscribers being bound by the new terms unless they cancel their subscription; even those who had signed up prior to the change. 此政策影响所有订阅层级，包括：高级（“免广告”）订阅、基础（含广告）订阅，以及包含 Disney+ 的套餐订阅。此次修改是通过更新服务条款和条件完成的，除非用户取消订阅，否则订阅者均受新条款约束；即使是那些在变更前就已经注册的用户也不例外。

Documentation

文档说明

The policy can be found in the Disney+ Subscriber Agreement (Updated January 27, 2025), Section 2(k) “Service Tiers With or Without Ads.” This document defines several categories of advertising content that may appear in “no ads” or “ad-free” tiers: Ads required by streaming rights or other limitations; Ads in live/linear content and special events; Promotional content about Disney bundles; Branded content and product integrations; and Sponsorship messaging. 该政策可在《Disney+ 订阅协议》（2025年1月27日更新）第 2(k) 条“含广告或无广告的服务层级”中找到。该文档定义了几类可能出现在“无广告”或“免广告”层级中的广告内容：因流媒体版权或其他限制而必须播放的广告；直播/线性内容及特别活动中的广告；关于 Disney 套餐的促销内容；品牌内容及产品植入；以及赞助信息。

Disney’s response

Disney 的回应

In September 2026, Disney sent out an e-mail to German subscribers that was styled as a “clarification” to a revised subscriber agreement, in which it was stated that advertisements could be placed before and after content even for the Standard and Premium tiers. 2026年9月，Disney 向德国订阅用户发送了一封电子邮件，将其表述为对修订后订阅协议的“澄清”。邮件中指出，即使是标准和高级层级，广告也可以被放置在内容播放的前后。