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

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.
Vodafone Ltd
- Upheld
- Poster, Social media (paid ad), Television
- 07 January 2026
Six ads for Vodafone were misleading by making an implied comparative claim without objectively comparing one or more specific verifiable features.
Pernod Ricard UK Ltd t/a Absolut
- Not upheld
- Poster
- 10 December 2025
Digital escalator panels, posters and vinyl wall displays for Absolut Vodka were unlikely to particularly appeal to under-18s.
BrewDog plc
- Upheld
- Poster
- 06 August 2025
A poster broke the strict alcohol advertising rules because it implied that alcohol could overcome boredom, loneliness or other problems.

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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