OUGD505: Advertising to Children

•  Broadly, the Code states that marketing communications addressed to or targeting children must not exploit their credulity, loyalty, vulnerability or lack of experience. While it is acceptable for ads to present products in a favourable light that may appeal to children, they should not go so far as to suggest that a child might be unpopular as a result of, or lacking in courage or loyalty for, not owning or buying the featured product.

• Similarly, advertisers have been caught out for presenting games and toys in ways that confuse younger children between the reality of the product’s abilities and imaginative play. Advertisers should remember that children aren’t always able to distinguish between real-life situations and fantasy and must avoid causing confusion. In addition, ads targeted at or addressed to children mustn’t encourage them to make a nuisance of themselves or encourage a direct exhortation to purchase.

• Finally, advertisers should ensure that there is nothing within an ad that is addressed to, targeted at or features a child that could result in a child’s physical, mental or moral harm. Ads must be prepared responsibly and will fall foul of the Code if they encourage children to enter strange places or talk to strangers.  Equally, advertisers should steer away from depicting children in dangerous situations unless the purpose of the ad is to promote child safety.