CAP publishes updated guidance on age-restricted advertising online
The Committee of Advertising Practice (CAP) has published its updated guidance on age-restricted online advertising to support compliance with the UK Code of Non-broadcast Advertising. This revised guidance clarifies how marketers, agencies, and media owners should responsibly target ads for products such as alcohol, gambling, cosmetic interventions, tobacco, e-cigarettes and weight-reduction services to avoid targeting under-18s, while high-fat, salt or sugar foods, certain gaming products, medicines and society lotteries must not be directed at under-16s. It outlines the use of media selection, audience data, and targeting tools—including age, interest, and behavioural filters—to avoid placements where over 25% of the audience is within the protected age group. The guidance also addresses organic content and influencer marketing, stressing the importance of audience profiling and platform-specific age restrictions. Marketers are expected to retain records of targeting decisions and demonstrate proactive efforts to limit exposure, with the Advertising Standards Authority assessing compliance based on context and adequacy of targeting measures