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

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...
Hing Fo International Ltd t/a ALFABAR
- Upheld in part
- Poster
- 20 March 2024
A poster for an electronic cigarettes brand was irresponsible for being likely to appeal particularly to under-18s, but was not inappropriately targeted.
Calvin Klein Inc
- Upheld in part
- Poster
- 06 March 2024
[Republished ruling] Three posters for Calvin Klein did not objectify women, but one was inappropriate for display in an untargeted medium.
Brown-Forman Beverages Europe Ltd t/a Jack Daniel's
- Upheld
- Poster
- 28 February 2024
A poster irresponsibly implied that drinking alcohol could overcome boredom and promoted adopting unwise drinking styles.

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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