Poster and other out of home

It goes without saying ads on posters and billboards and in other outdoor public spaces, should not mislead, harm or offend. But the targeting and placement of these kinds of ads are also particularly important.

The way in which ads are targeted can have a significant bearing on their acceptability under the ad rules. Targeting is especially important when considering matters of taste and decency because the likelihood of an ad causing offence is inextricably linked to the attitudes of the people who see it.

For example fashion ads featuring semi-nude models may be acceptable in women’s glossy magazines but they wouldn’t be appropriate on posters or billboards in public spaces where they could be viewed by children.

Advertisers should also be mindful that the unsuitable targeting of ads for certain products automatically breaks the ad rules. For example, no medium with more than 25% of its audience under 18 years of age should be used to advertise an alcoholic drink.

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Latest rulings

Lloyds Bank plc
- Upheld in part
- Poster, Social media (paid ad)
- 18 December 2024
A paid-for LinkedIn post for Lloyds Bank was misleading as it omitted significant information about the company’s environmental impact.
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.
LC International Ltd t/a Coral
- Not upheld
- Digital outdoor
- 31 July 2024
A mobile digital billboard ad for Coral was not inappropriately placed.
Online Classifieds AG t/a PURE
- Upheld
- 12 June 2024
Two posters for the PURE Dating App, seen in March 2024: a. The poster depicted four images of cartoon style heads, next to text that stated, “IT’S A GOOD DAY TO GET SOME HEAD” and “ON PURE DATING APP” followed by a QR code. b. The poster depicted a cartoon head of a princess, next t...

View all rulings

Poster and other out of home

It goes without saying ads on posters and billboards and in other outdoor public spaces, should not mislead, harm or offend. But the targeting and placement of these kinds of ads are also particularly important.

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