Harmful

All ads should be prepared with a sense of responsibility to consumers and society. They must not cause serious or widespread harm or use approaches that are likely to encourage socially irresponsible behaviour.

This includes not causing fear or distress without justifiable reason (and where justified, the fear or distress should not be excessive) and not condoning or encouraging unsafe practice.

We have upheld complaints about harm and social responsibility against a diverse range of ads including:

Alcohol – e.g. not encouraging excessive or unwise styles of drinking
Motoring – e.g. not encouraging motorists to drive irresponsibly such as at high speed or without a seatbelt
Health – e.g. not discouraging essential treatment of serious or prolonged ailments
Body Image – e.g. not encouraging an unhealthy diet or lifestyle including the depiction of extremely thin models

Particularly special care should be taken when ads are addressed to, or depict, children or young people. Ads that fall in to this category should contain nothing that is likely to result in a child’s physical, mental or moral harm and they should not exploit a child’s credulity, loyalty, vulnerability or lack of experience.

+ Read more - Read less

Latest rulings

Belle Baby Ltd
- Upheld
- Website (own site)
- 09 April 2025
A website, which featured a product listing for a swimsuit, included an image of a child portrayed in a sexual way.
Next Retail Ltd t/a NEXT
- Upheld
- 12 February 2025
A product listing for Dark Blue Power Stretch Denim Leggings on the NEXT website, seen on 19 September 2024. The ad featured a model wearing the leggings, sat on a wooden block. The model’s legs were extended closer to the camera.
ACME Vape Ltd
- Upheld in part
- Social media (own site), Cinema (ad)
- 04 December 2024
A cinema ad and post seen on IVG Vape’s LinkedIn page made unsubstantiated health claims and promoted unlicensed nicotine-containing vapes in unpermitted media but wasn’t directed at people under 18 through the selection of media in which it appeared.
Samsung Electronics (UK) Ltd
- Upheld
- Internet (website content)
- 27 November 2024
A website promotion misleadingly described a promotional item as “free”, did not make clear promotional items would have to be purchased upfront before being redeemed via a cashback mechanism and omitted significant conditions.

View all rulings

Harmful

All ads should be prepared with a sense of responsibility to consumers and society. They must not cause serious or widespread harm or use approaches that are likely to encourage socially irresponsible behaviour.

Latest news

Cat-egory: Animals in advertising

Avoid getting your reputation scrambled this Easter

Accelerating Action on International Women’s Day 2025

Don’t let your ads leave a pisco sour taste in the mouth this National Cocktail Day

Latest rulings

Belle Baby Ltd

Next Retail Ltd t/a NEXT

ACME Vape Ltd

Samsung Electronics (UK) Ltd

Help getting it right

Popular advice

Advertising Guidance - misleading environmental claims and social responsibility

Food: HFSS Media Placement

Harm and Offence: Gender stereotypes

Relevant codes