Protecting children and young people is one of the core purposes of the CAP Code. It is a general responsibility of all marketers to ensure that they are appropriately protected from marketing that includes sensitive content – for instance, violent, sexual or frightening imagery – and from being targeted with marketing for unsuitable products. This guidance addresses the second of these requirements.

Media placement restrictions prohibit age-restricted marketing communications from appearing in media:

· for children or children and young people; and
· where children or children and young people make up a significant proportion of the audience.

Age-restricted marketing communications are those for products subject to legal restrictions on their sale or that are otherwise unsuitable. This guidance is intended to support marketers in demonstrating that they have taken reasonable steps to limit exposure. It also includes an introduction to industry resources that can support in complying with media placement restrictions as they affect different non-broadcast media.

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