Publishing the outcome of our consultation on children's recognition of online advertising

The Committee of Advertising Practice (CAP) has now published the outcome of its call for evidence on children’s ability to recognise online marketing communications.

Ensuring that audiences recognise ads is basic principle of the UK Advertising Codes. Young children present particular challenges as they’re still developing their understanding of the commercial world.

The output of the call for evidence suggests CAP’s existing guidance is effective in requiring ‘enhanced disclosure’ in certain online environments where younger children might not realise that content is commercial in nature. However, the issue is an important one and we will continue monitoring the issue closely.

CAP’s statement on the outcome of the call for evidence is now available.

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