This CAP Guidance refreshes the revised Age-Restricted Ads Online guidance from 2022. It has been made easier to use, with a two-page summary of the fundamentals of responsible targeting and more streamlined text.
As children and young people spend more and more time online, it is important that advertisers of age-restricted products target their ads towards appropriate audiences and away from protected age groups.
To support compliance with the rules, CAP has produced guidance outlining how advertisers can make the best use of available tools in open online environments and on social media platforms to target their age-restricted ads responsibly.
This updated version replaces the previous guidance published on 10 November 2022.