Q&As

What steps can advertisers take to ensure that advertising is targeted appropriately, eg to ensure that advertisements for alcohol do not end up appearing on a website for children?

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Produced in partnership with Paul Jordan and Tim Heaps of Bristows
Published on: 30 January 2018
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The Regulatory Background

The UK Advertising Codes—the UK Code of Broadcast Advertising (BCAP Code) for broadcast advertising and the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) for non-broadcast advertising contain rules which restrict both the content and the placement of advertising deemed unsuitable for certain audiences, typically young people and children.

These restrictions apply to both sensitive material (eg violent, sexual or frightening imagery) and products deemed unsuitable for certain audiences (eg alcohol, gambling, e-cigarettes and high fat, salt, sugar foods).

What are the rules?

Marketers must be able to demonstrate to the advertising standards authority (ASA) the UK advertising regulator, that they have taken the appropriate steps to target their ads appropriately, with the use of robust data.

Specifically, the rules for age-restricted adverts specify that they must not be:

  1. •

    placed in media directed at children or young people,

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Jurisdiction(s):
United Kingdom
Key definition:
Advertising definition
What does Advertising mean?

Advertising is defined very broadly to encompass any form of representation that is made in connection with business in order to promote the supply or transfer of a product.

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