Consumers are regular users of video-on-demand services and, especially where households share access devices; want to be confident that the person using the device to view particular content is not going to be shown an unsuitable ad. The guidance provides advice on the specific areas of risk including social responsibility, offence and harm to children and includes illustrative examples of the types of content which may be problematic if incorrectly placed. This guidance goes on to provide an overview of a range of approaches and placement techniques to avoid the hazards of placing content inappropriately.