In January 2025, Disney+ updated its Subscriber Agreement to permit advertisements across all subscription tiers, including those previously marketed as 'no ads' or 'ad-free.' Prior to this change, Disney+ promised an entirely ad-free experience for its premium tier. The update, effective via revised terms and conditions, binds all subscribers—including those who signed up before the change—unless they cancel. Section 2(k) of the agreement specifies that ads may appear due to streaming rights limitations, live or linear content, special events, promotional bundle content, branded integrations, and sponsorship messaging.

This policy applies to Premium, Basic, and Bundle subscriptions that include Disney+. In September 2026, Disney emailed German subscribers clarifying that ads could be placed before and after content even in Standard and Premium tiers. The change reflects a post-purchase modification to the End User License Agreement (EULA), altering the original service offering after purchase.

The updated agreement is documented in the Disney+ Subscriber Agreement (Updated January 27, 2025), with supporting reporting from heise online on September 16, 2026. Consumers and commentators have expressed concern over the shift, particularly regarding transparency and the erosion of ad-free promises made at signup.