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

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.
Royal Society for the Prevention of Cruelty to Animals t/a RSPCA
- Not upheld
- Poster, Television, Internet (video)
- 07 May 2025
A YouTube video, TV ad and poster didn't misleadingly represent the welfare standards afforded to animals farmed under the RSPCA Assured scheme.
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.

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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