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

Tesco Mobile Ltd t/a Tesco Mobile
- Upheld in part
- National newspaper (paid ad), Poster, Social media (paid ad)
- 11 May 2022
We banned ads for replacing expletives with food terms.
Adidas UK Ltd t/a Adidas
- Upheld
- Poster, Social media (own site)
- 11 May 2022
We upheld complaints against ads containing nudity.
AA Ltd
- Upheld
- Poster, Website (own site)
- 20 July 2022
A poster and website ad contained inaccurate claims that AA was the UK’s ‘largest provider’ for breakdown services, which could not be verified.
Sky UK Ltd
- Upheld
- Poster, Television
- 08 June 2022
A TV and a poster ad for Sky Mobile was likely to mislead because Sky UK Ltd did not provide objective comparative evidence to substantiate its claim that it was the perfect network.

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.

Latest news

Would you Adam and Eve it?! Nudity in advertising

Make the grade with your back-to-school campaigns

A tasty reminder about the rules for HFSS product ads

Running Down Those Mills: “Essay Mills” Now Illegal in England

Latest rulings

Tesco Mobile Ltd t/a Tesco Mobile

Adidas UK Ltd t/a Adidas

AA Ltd

Sky UK Ltd

Help getting it right

Popular advice

Promotional marketing: Terms and Conditions (T&Cs)

Food: HFSS Nutrient Profiling

Social responsibility: Body image

Relevant codes