For me, its the ethical question of whether I am comfortable with the intent to manipulate me, and more importantly, my child. For her age (10), she is very mature, but still unable to make decisions that are necessarily in her best interests.
Marketing to children is quite easy, and routinely done. McDonalds has a clown, and silly characters, and used to have toys in the food. So did cereals back in the day. Disney definitely does it in a magical way.
I do love Disney myself - don't get me wrong. Yet even their TV shows touch on some topics and attitudes in children that I find a little questionable for the age of kids that are watching. Of course, they also have control over the advertising on their own stations. In essence, I have to be constantly vigilant about trying to combat the marketing efforts and try to patiently teach her to make the right decisions.
This gets harder and harder every day, because of the power of the information and specific target marketing. Kids may get so enamored with products, faces, music bands, television shows and images, that when we as parents say no, we are viewed as "the bad guys". Of course, this has always been the case to a degree, but the power of big business and the way they use our information today is making it harder and harder and harder. They are getting better at it, and have seemingly endless resources to use for that purpose (oh - say a billion+ dollars at a shot).
Of course, I have control - for now. But what I really worry about is that at some point the decisions she makes will not have to be filtered through me. She has been trained by outside influences literally since she was a baby.
Some may not care, but I have heard statistics that say McDonalds gets an average of 8-10 marketing shots at a child every day. Personally, I think Disney gets more. At some point, the cumulative effect becomes a lot to overcome. Now, if they know EXACTLY what buttons to push not only for the average child, but each one individually, what is that effect?
There's a great documentary available for free watching in managable chapters that clearly demonstrates why I take a cautious approach to anything like this. With over a million views, it is really a great movie.
http://www.youtube.com/playlist?list=PLFA50FBC214A6CE87