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

Electrosensitivity-UK
- Upheld
- Poster
- 08 January 2020
Claims on a poster that 5G had negative health side effects could not be substantiated.
People Per Hour Ltd t/a PeoplePerHour
- Upheld
- 08 January 2020
A poster ad was banned for perpetuating harmful gender stereotypes.
BrewDog Plc
- Upheld
- Poster
- 18 December 2019
A slogan on an outdoor poster for a brewing company broke the rules around social responsibility and offence.
Channel Four Television Corporation t/a 124-126 Horseferry Road
- Upheld
- Poster
- 18 December 2019
A poster ad for a Channel 4 programme broke the rules around social responsibility and offence.

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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