The CAP Code states marketing communications must be obviously identifiable as such. This can sometimes pose a challenge for advertisers when it comes to younger children whose cognitive development is in its early stages.

This guidance focuses on situations where online marketing communications directed at under-12s are likely to require “enhanced” disclosure to ensure recognition.

Where an ad is highly immersive or significantly integrated into the surrounding content and unlikely to be identified clearly from the context in which it appears, disclosures should be prominent, interruptive and adequately indicate the commercial intent. 

More on