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

Beiersdorf UK Ltd
- Upheld
- Poster
- 29 April 2026
A poster ad for Eucerin Skincare misleadingly claimed that a serum was clinically proven to make you look up to 5 years younger.
Sazerac UK Ltd t/a Hi-Spirits
- Upheld
- Poster
- 01 April 2026
A poster for an alcoholic drink was socially irresponsible by encouraging excessive drinking.
Wild Nutrition Ltd
- Upheld
- Poster
- 04 March 2026
A poster for a supplement company misleadingly claimed their ingredients came from food or natural sources.
The Walt Disney Company Ltd t/a Twentieth Century Studios
- Upheld
- Poster (digital video)
- 11 February 2026
An outdoor digital video poster for the film Predator Badlands was likely to cause fear and distress for young children and was displayed in a place where it could be seen by people of all ages.

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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