This CAP Guidance helps marketers prepare and target marketing communications responsibly with child audiences in mind, following previous work on recognition of advertising by under-12s and non-broadcast ad placement.

Given the growing diversity of activity online, it’s important for advertisers to target their ads effectively and responsibly.  This is particularly the case in relation to advertising for gambling, alcohol and other products that the ad rules ban from being targeted at children and young people under 18.

To support compliance with the rules, CAP has produced guidance to help advertisers make the best use of those tools to target legitimate audiences responsibly and exclude, to the best of their ability, the protected audience.

This has been updated to replace previous guidance published on 6 June 2017. 

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