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

Tottenham Hotspur Football & Athletic Co. Limited
- Upheld
- Internet (social networking)
- 08 May 2019
A tweet from Tottenham Hotspur's Twitter page, seen on 5 March 2019, featured an image of the team's starting line-up against Borussia Dortmund, including players Harry Winks and Davinson Sanchez. The image featured the William Hill logo and accompanying text stated "Latest odds from @WilliamHill" and...
Greenbank Holidays Ltd t/a Eurocamp
- Not Upheld
- Television
- 10 April 2019
A TV ad for the travel company Eurocamp, seen on 12 January 2019 included several scenes of people enjoying their holiday, including a toddler in sunglasses lying on their back with their arms behind their head, in bright sunlight on a rubber ring in a swimming pool. The scene was accompanied by a voice-over that state...

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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