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

John Mills Ltd t/a JML Direct
- Television
- 09 June 2021
A TV ad for a Hurricane Spin Scrubber was banned for suggesting that cleaning the home was a responsibility uniquely associated with women.
Max Mara Fashion Group Srl
- Upheld
- Magazine (paid ad)
- 05 May 2021
A magazine ad for a clothing retailer was banned for including a model who appeared unhealthily thin.
Gallaher Ltd t/a JTI UK
- Upheld in part
- VOD
- 14 April 2021
A video ad for a nicotine pouch product was banned for implying that nicotine pouches had mood-alerting or stimulant effects which made gaming more enjoyable.
Not Guilty Food Co Ltd t/a The Skinny Food Co
- Upheld
- Social media (own site)
- 14 April 2021
A Facebook post promoting spice mixes was banned as the product’s name implied that it could help consumers lose weight.

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

John Mills Ltd t/a JML Direct

Max Mara Fashion Group Srl

Gallaher Ltd t/a JTI UK

Not Guilty Food Co Ltd t/a The Skinny Food Co

Help getting it right

Popular advice

Food: HFSS Nutrient Profiling

Food: HFSS Media Placement

Food: HFSS Overview

Relevant codes

04 Harm and offence