Children & age-restricted adverts online

Jun 6th '17

This Committee of Advertising Practice (CAP) Guidance helps marketers prepare and target marketing communications responsibly with child audiences in mind, following previous work on recognition of advertising by under-12s and non-broadcast ad placement earlier this year.


Given the growing diversity of activity online, it’s important for advertisers to target their ads effectively and responsibly.  This is particularly the case in relation to advertising for gambling, alcohol and other products that the ad rules CAP Code bans from being targeted at children and young people under 18.

To support compliance with the rules, CAP has produced guidance to help advertisers make the best use of those tools to target legitimate audiences responsibly and exclude, to the best of their ability, the protected audience.


Read: Children & age-restricted ads online


Source: CAP


Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the ASA. CAP’s Advice Online entries provide guidance on interpreting the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing.


How can we help!

We are aware that sometimes whether something is of particular appeal to under-18s can be nuanced – therefore, marketers are welcome to get a view from our Copy Advice team which provides pre-publication advice on advertising at any stage.


At LS Consultancy, we offer a complete solution with a range of cost effective, regulatory compliance and marketing products and solutions.


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