Disney announced the MagicBands last year. The devices will allow the company’s theme parks to provide a more personalized experience for guests by tracking their activities and preferences. That has led some, including Congressman Ed Markey (D-MA) to express concerns about Disney invading the privacy of its younger guests.
On Disney’s blog, Inside the Magic, Iger took issue with Markey’s concerns. “We are offended by the ludicrous and utterly ill-informed assertion in your letter dated January 24, 2013, that we would in any way haphazardly or recklessly introduce a program that manipulates children, or wantonly puts their safety at risk,” Iger wrote in his response.
Disney has committed to not use information gathered by the MagicBands to market to those under 13. In addition, information about the younger set will only be gathered with the explicit permission of parents and guardians.