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

Creditfix Ltd t/a yourdebt-expert.co.uk
- Upheld
- Transport
- 06 December 2023
An ad on a bus didn’t make it clear that it was promoting an IVA or the risks and fees associated, and misleadingly claimed that 81% of debt could be written off.
Imiracle (HK) Ltd t/a ELFBAR
- Upheld
- Poster, Digital outdoor
- 29 November 2023
A poster ad and digital billboard ad for Elfbar vapes misleadingly omitted information about limited recycling options, mislead about the environmental benefit the products offered and misleadingly highlighted an environmental benefit that comes from a legal obligation which also impacts competing products.
Toyota (GB) plc
- Upheld
- Poster, Social media (paid ad)
- 22 November 2023
A paid-for Facebook post and a poster ad condoned using vehicles in a way that disregarded their impact on nature and the environment, and as such were socially irresponsible.
Norfolk Dinosaur Park Ltd t/a PrimEvil
- Upheld
- Poster
- 15 November 2023
A poster for a horror-themed Halloween event was likely to cause children fear or distress.

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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