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

Rightmove Group Ltd t/a Rightmove
- Not upheld
- Poster
- 13 November 2019
Poster ads for Rightmove made claims about the frequency with which their estate agents were contacted that were not misleading.
Paramount Pictures UK
- Not Upheld
- Poster
- 17 July 2019
A poster for the cinema release of the film ‘Pet Sematary’ (2019) seen on the side of a bus, in April 2019, featured an image of children with animal masks and carrying various objects, including a spade, a crucifix and a wheelbarrow, walking through the woods with crucifixes in the background. Text beneath...
Meridian BP
- Upheld
- Poster
- 30 October 2019
A poster ad for a building materials supplier was banned for objectifying women.
Itch Petcare Ltd
- Not upheld
- Poster
- 16 October 2019
A billboard ad for flea treatment did not break the rules around harm 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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Latest rulings

Rightmove Group Ltd t/a Rightmove

Paramount Pictures UK

Meridian BP

Itch Petcare Ltd

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