This report sets out the findings from research conducted by Ipsos MORI on behalf of the ASA.  Ipsos MORI conducted qualitative and quantitative research with children and adults. 

The purpose of the research was to provide updated evidence about public perceptions of what is harmful or offensive in UK advertising. In particular, the research explored:

  • What people find offensive in advertising and why
  • What people feel is inappropriate or harmful for children to come into contact with through advertising
  • The role of context, humour, timing, language, images, placement and different media in shaping views
  • Whether children should always be defined as those under 16 when it comes to advertising regulation 
The report includes advertising relating to sexual content and nudity, the portrayal of body image, gender stereotypes, charity and public service ads, violent and scary content. 

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