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

Paramount Pictures UK
- Not Upheld
- Social media (paid ad)
- 01 July 2026
A pre-roll YouTube ad wasn’t likely to cause serious or widespread offence.
Singapore New Reading Technology Pte Ltd t/a GoodNovel
- Upheld
- App (paid ad)
- 01 July 2026
An in-game ad for an online reading platform was socially irresponsible, condoned violence, included harmful gender stereotypes and was likely to cause harm or serious and widespread offence.
Videoslots Ltd t/a Mr Vegas
- Upheld
- Social media (paid ad)
- 01 July 2026
A paid-for Facebook ad for a gambling company featured imagery that was likely to be of strong appeal to under-18s.
Big Fang Collective Ltd t/a Golf Fang
- Upheld
- Leaflet, brochure, catalogue or directory
- 24 June 2026
A leaflet for an indoor golf venue didn’t make clear it was an ad and caused unjustified distress by resembling a parking ticket.

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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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