There are a range of techniques whereby a marketer may incentivise a child to express their endorsement of a product, either offline or online, and this can take the form of peer-to-peer marketing or a more formal brand ambassador arrangement.  Marketers have a duty to ensure that these techniques are undertaken responsibly and in accordance with the rules. This Advertising Guidance clarifies what brand ambassador and peer-to-peer marketing content falls within the scope of the CAP Code and outlines the rules regarding making such content obviously identifiable as advertising, as well as providing general guidance on the rules regarding advertising to children.

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