At the recent Children’s Media Conference held in Sheffield, Executie Vice President of Disney Online Studies, Lane Merrifield, announced an initiative whereby Disney will put up £3m of media to support internet safety campaigns targeting 100m children and parents in Europe, the Middle East and Africa using Club Penguin and other virtual worlds.

Merrifield, who is one of the co-founders of Club Penguin, said “From the start, our vision for Club Penguin was to create a safe place for kids and their friends to play online. The scale may now be bigger than I could ever have imagined but that philosophy has not changed. As an industry, I think we can help teach kids the lessons that they need to become responsibile digital citizens”.

Club Penguin has a team of UK moderators who receive regular training from the Child Exploitation and Online Protection Centre (CEOP).