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

Pepsi Lipton International
- Upheld
- Poster
- 19 January 2022
A poster advertising Lipton Ice Tea was banned for misleadingly claiming that the bottle was made from 100% recycled plastic.
Blackpool Pleasure Beach Ltd
- Upheld in part
- Poster
- 22 December 2021
A digital poster for Blackpool Pleasure Beach was banned for being likely to cause fear and distress for children while appearing in an untargeted medium where it was likely to be seen by young children.
Norfolk Dinosaur Park Ltd t/a Dinosaur Adventure
- Not upheld
- Poster
- 22 December 2021
A billboard for a horror-themed Halloween event did not breach the CAP Code.
Payward Ltd t/a Kraken
- Upheld
- Poster (digital video)
- 15 December 2021
A digital poster for a cryptocurrency exchange was banned for irresponsibly taking advantage of consumers’ inexperience and for failing to illustrate the risk of the investment.

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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