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

Itch Petcare Ltd
- Not upheld
- Poster
- 16 October 2019
A billboard ad for flea treatment did not break the rules around harm and offence.
Missguided Ltd
- Upheld
- VOD
- 16 October 2019
A VOD ad was banned for objectifying women and being likely to cause offence.
USN (UK) Ltd
- Upheld in part
- Internet (on own site)
- 31 July 2019
A website, www.uk.usn-sport.com, seen on 1 November 2018 selling food supplements featured text on a product page that stated “PHEDRA CUT LIPO XT … Phedra Cut Lipo XT is the latest breakthrough from USN. It consists of a two-in-one liquid capsule containing ground-breaking, clinically researched ingredient...
Beauty Boutique Aesthetics
- Upheld
- Internet (social networking)
- 25 September 2019
An ad on Instagram for botox was banned for misleading claims and for advertising a prescription-only medicine.

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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Relevant codes

04 Harm and offence

04 Harm and offence