Q&As

What do I need to know about advertising to children?

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Published on LexisPSL on 07/03/2014

The following Commercial Q&A provides comprehensive and up to date legal information covering:

  • What do I need to know about advertising to children?
  • How do I navigate the maze of legislation when advertising to children?
  • How to navigate the legislation when advertising to children?

What do I need to know about advertising to children?

How do I navigate the maze of legislation when advertising to children?

I would like to market my new product to children but know that there are lots of rules and regulations that apply to advertising to children. What do I do to make sure that I do not fall foul of the law?

How to navigate the legislation when advertising to children?

You are right that there is a labyrinth of legislation relating to advertising to children. In fact there are a lot of legislation and regulatory provisions that apply to advertising generally, but if you are targeting material at children, you need to consider specific rules. As well as the general rules dealt with in this Q&A, there are specific restrictions for certain products such as alcohol and food as well as if you are advertising using certain media, such as online or via games or apps. Take care if you are advertising outside the UK, as some jurisdictions, such as Norway, Sweden and Quebec, completely ban advertising to children. Always take local legal advice if you are advertising outside the UK.

How old is a child?

The first issue to consider is: how old is a child? Different codes and different regulators have different views. Because of this, the easiest way of complying with them is probably

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