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.