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 Innovative Brewing Company Ltd t/a Prime Time Lager
- Upheld
- Poster
- 16 April 2025
A poster ad for Prime Time Lager made health and nutrition claims not permitted for alcoholic drinks.
EE Ltd t/a EE
- Upheld
- Social media (paid ad), Television, Radio
- 26 March 2025
A TV, radio, paid-for social media and digital poster ad for EE made unsubstantiated claims about the performance and capabilities of a Wi-Fi router.
Tesco Stores Ltd t/a Tesco
- Not upheld
- 12 February 2025
An outdoor digital poster comparing the Tesco Clubcard and Sainsbury’s Nectar loyalty card schemes wasn’t misleading.
Wahed Invest Ltd
- Upheld
- Poster
- 08 January 2025
Six posters which appeared on the TfL network caused serious offence by featuring images of burning US dollar and Euro banknotes.

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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