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

Betway Ltd
- Upheld
- Video
- 08 January 2020
A YouTube ad for a gambling company broke the rules for featuring an individual who was under the age of 25.
Missguided Ltd
- Not upheld
- Television
- 08 January 2020
A TV ad for a clothing company did not encourage irresponsible drinking.
Nicoventures Retail (UK) Ltd t/a Vype
- Upheld
- Internet (social networking)
- 08 January 2020
Web and YouTube ads were banned for promoting unlicensed nicotine-containing e-cigarettes or e-liquids.
People Per Hour Ltd t/a PeoplePerHour
- Upheld
- 08 January 2020
A poster ad was banned for perpetuating harmful gender stereotypes.

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

Betway Ltd

Missguided Ltd

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Relevant codes

04 Harm and offence

04 Harm and offence