Offensive

Although they only account for a small part of the ASA’s work, complaints about taste and decency are often the most high profile.

Upheld decisions can result in widespread adverse publicity for the company concerned and marketers can be required to have posters pre-vetted by CAP’s Copy Advice team for two years if they publish an offensive poster.

The rules state ads must not contain anything that is likely to cause serious or widespread offence, and specifies that special care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability and age.

When making a decision on whether an ad is likely to cause widespread offence, we take into account: the audience who are likely to see the ad; the context in which the ad appears; the product it’s promoting; and prevailing standards in society. To help judge those standards, from time-to-time, we commission major consumer research to find out what concerns people and where they think the line should be drawn.

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Latest rulings

Perrin Et Fils SAS t/a La Vieille Ferme
- Upheld
- Social media (paid ad)
- 20 May 2026
A paid-for TikTok ad for a wine company irresponsibly implied that alcohol had therapeutic qualities, portrayed alcohol as being capable of changing your mood and a source of nourishment and made health claims. The ad was also socially irresponsible by encouraging excessive drinking.
VAM Apps Co t/a The Coach
- Upheld
- Social media (paid ad)
- 20 May 2026
A paid-for YouTube ad for a men’s health app was likely to cause serious and widespread offence.
Bestway Retail Ltd t/a Bargain Booze
- Upheld
- Social media (paid ad)
- 06 May 2026
A paid-for Facebook ad for an alcohol retailer irresponsibly implied that alcohol could overcome loneliness.
Activision Blizzard UK Ltd t/a Call of Duty
- Upheld in part
- Social media (paid ad), Video on demand
- 18 February 2026
A Video on Demand and YouTube ad for Call of Duty: Black Ops 7 was socially irresponsible and likely to cause serious offence by trivialising sexual violence. Another issue was investigated but it didn’t break the rules.

View all rulings

Offensive

Although they only account for a small part of the ASA’s work, complaints about taste and decency are often the most high profile.

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