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

Shenzhen Guangming District Kangshuo E-Commerce Firm t/a Health Support Store
- Upheld
- Website (paid ad)
- 01 November 2023
A paid-for ad on AliExpress was irresponsible for featuring a model that appeared unhealthily thin and made medicinal claims for an unlicensed product.
Alibaba.com Singapore E-commerce Private Ltd t/a Alibaba.com
- Upheld
- Website (paid ad)
- 20 September 2023
A paid-for ad on a newspaper website portrayed a child in a sexualised way and was harmful and socially irresponsible.
OrganicSupplies GB
- Upheld
- Internet (website content)
- 13 September 2023
A product listing for a B12 vitamin injection kit promoted a prescription-only medicine (POM) to the public.
Mitu Inc Ltd
- Upheld
- Internet (website content)
- 30 August 2023
A paid-for ad for an adult video chat app portrayed someone who seemed to be under 18 years of age in a sexual way.

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

Shenzhen Guangming District Kangshuo E-Commerce Firm t/a Health Support Store

Alibaba.com Singapore E-commerce Private Ltd t/a Alibaba.com

OrganicSupplies GB

Mitu Inc Ltd

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