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

Cignpost Diagnostics Ltd
- Upheld
- Newspaper
- 21 July 2021
A newspaper ad for a PCR testing programme was banned for promoting behaviour that contradicted government advice on social distancing.
BMW (UK) Ltd
- Upheld
- Radio
- 14 July 2021
A radio ad for BMW was banned for demonstrating the power of a car in a way that suggested excitement and not in the clear context of safety.
Rustin and Mallory Wholesale Ltd
- Upheld
- Social media (paid ad)
- 14 July 2021
Two paid-for Facebook ads were banned as the models appeared to be unhealthily thin.
Au Vodka Ltd
- Upheld
- Social media (own site)
- 30 June 2021
Seven Instagram and a website post for a vodka company were banned for encouraging excessive drinking, for linking the consumption of alcohol with driving, and for featuring a rapper who under 25 years of age.

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.

Latest news

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Latest rulings

Cignpost Diagnostics Ltd

BMW (UK) Ltd

Rustin and Mallory Wholesale Ltd

Au Vodka Ltd

Help getting it right

Popular advice

Food: HFSS Nutrient Profiling

Food: HFSS Media Placement

Food: HFSS Overview

Relevant codes

04 Harm and offence