Poster and other out of home

It goes without saying ads on posters and billboards and in other outdoor public spaces, should not mislead, harm or offend. But the targeting and placement of these kinds of ads are also particularly important.

The way in which ads are targeted can have a significant bearing on their acceptability under the ad rules. Targeting is especially important when considering matters of taste and decency because the likelihood of an ad causing offence is inextricably linked to the attitudes of the people who see it.

For example fashion ads featuring semi-nude models may be acceptable in women’s glossy magazines but they wouldn’t be appropriate on posters or billboards in public spaces where they could be viewed by children.

Advertisers should also be mindful that the unsuitable targeting of ads for certain products automatically breaks the ad rules. For example, no medium with more than 25% of its audience under 18 years of age should be used to advertise an alcoholic drink.

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Latest rulings

Alpro (UK) Ltd t/a Alpro
- Upheld
- Poster
- 20 October 2021
A poster for an almond drink was banned for making misleading environmental claims, in particular, that the product was ‘good for the planet’.
Rematch Credit Ltd t/a DivideBuy
- Upheld
- Poster
- 20 October 2021
A poster for a buy now play later credit service provider was banned for not making it sufficiently clear that it offered a form of credit and for being irresponsible.
Luno Money Ltd t/a Luno
- Upheld
- Poster
- 26 May 2021
A poster for a cryptocurrency exchange service was banned for failing to illustrate the risks of investing in Bitcoin and for taking advantage of consumers’ lack of experience by implying that investing in it was straightforward.
British Telecommunications plc t/a BT
- Upheld in part
- Poster
- 05 May 2021
A poster for BT was banned for making misleading claims about the reliability of their full fibre broadband.

View all rulings

Poster and other out of home

It goes without saying ads on posters and billboards and in other outdoor public spaces, should not mislead, harm or offend. But the targeting and placement of these kinds of ads are also particularly important.

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