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

Great Grass MCR Ltd t/a Great Grass
- Upheld
- 13 November 2024
A poster was socially irresponsible and caused serious or widespread offence by featuring a harmful gender stereotype and objectifying women.
FL19 CIC t/a Frontline 19
- Not upheld
- Cinema
- 17 July 2024
A cinema ad for a non-profit support service wasn't irresponsible and did not cause unjustifiable distress.
Spectrum Awakening
- Upheld
- Social media (paid ad)
- 03 July 2024
A paid-for Facebook ad made claims that a supplement could help to prevent, treat or cure developmental language disorder, autism and ADHD.
Alzheimer's Society
- Not Upheld
- 05 June 2024
Three TV ads and a radio ad for a charity were not irresponsible, did not cause serious or widespread offence, and did not cause unjustifiable distress.

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

Don’t cross a line that could damage your campaign

Shroom for improvement? Navigating the advertising rules for functional mushrooms

Cheers to good health! Ensure your alcohol advertising is in good shape by avoiding these regulatory pitfalls

International Men’s Day 2024

Latest rulings

Great Grass MCR Ltd t/a Great Grass

FL19 CIC t/a Frontline 19

Spectrum Awakening

Alzheimer's Society

Help getting it right

Popular advice

Food: HFSS Media Placement

Advertising Guidance - misleading environmental claims and social responsibility

Harm and Offence: Gender stereotypes

Relevant codes