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Why do Disney Channel stars have to have a squeaky clean image?

I read somewhere in a magazine that Mitchel Musso went against Disney Channel by getting a piercing, getting a tattoo and dying his hair black. The magazine said that Disney were really mad at him for doing that. So why aren’t Disney Channel stars allowed to do normal things like dying their hair black and getting piercings and tattoos. They’re human as well. Thanks.
also, what’s ‘unwholesome’ about tattoos, black hair and piercings?