Harmful

All ads should be prepared with a sense of responsibility to consumers and society. They must not cause serious or widespread harm or use approaches that are likely to encourage socially irresponsible behaviour.

This includes not causing fear or distress without justifiable reason (and where justified, the fear or distress should not be excessive) and not condoning or encouraging unsafe practice.

We have upheld complaints about harm and social responsibility against a diverse range of ads including:

Alcohol – e.g. not encouraging excessive or unwise styles of drinking
Motoring – e.g. not encouraging motorists to drive irresponsibly such as at high speed or without a seatbelt
Health – e.g. not discouraging essential treatment of serious or prolonged ailments
Body Image – e.g. not encouraging an unhealthy diet or lifestyle including the depiction of extremely thin models

Particularly special care should be taken when ads are addressed to, or depict, children or young people. Ads that fall in to this category should contain nothing that is likely to result in a child’s physical, mental or moral harm and they should not exploit a child’s credulity, loyalty, vulnerability or lack of experience.

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Latest rulings

LC International Limited t/a Coral
- Upheld
- Social media (own site)
- 03 June 2020
A tweet on a gambling company’s Twitter feed broke the rules by presenting a promotion in a way that was likely to encourage potentially harmful gambling behaviour.
LC International Ltd t/a Ladbrokes
- Not upheld
- Television
- 03 June 2020
A TV ad for a gambling company did not break the rules on encouraging gambling behaviour that was socially irresponsible or portray gambling as indispensable.
Mizkan Euro Ltd t/a Branston
- Not upheld
- Poster
- 13 May 2020
A poster ad for vinegar did not condone or encourage poor nutritional habits or an unhealthy lifestyle in children.
ITV Broadcasting Ltd
- Not upheld
- Television
- 22 April 2020
A TV ad for a film was not scheduled inappropriately as children made up only a small proportion of the audience and it was not directed at or likely to be of particular appeal to them.

View all rulings

Harmful

All ads should be prepared with a sense of responsibility to consumers and society. They must not cause serious or widespread harm or use approaches that are likely to encourage socially irresponsible behaviour.

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Latest rulings

LC International Limited t/a Coral

LC International Ltd t/a Ladbrokes

Mizkan Euro Ltd t/a Branston

ITV Broadcasting Ltd

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Popular advice

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Relevant codes