When advertising to children in England and Wales, it is essential to comply with specific regulatory requirements to ensure that marketing communications are appropriate, transparent, and responsible. There are a host of regulations that may be relevant, including the self-regulatory UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) and the UK Code of Broadcast Advertising (BCAP Code), the unfair commercial practices provisions of the Digital Markets, Competition and Consumers Act 2024 (DMCCA 2024), the Online Safety Act 2023 (OSA 2023) and the UK’s data protection regime. For detailed information, see Practice Note: Advertising to children. Advertising codes Section 5 of the CAP Code and section 5 of the BCAP Code apply to advertising that features or addresses children. For the purposes of the advertising codes, a child is someone under 16, and a young person is aged 16–17. In summary, all advertising directed at children must be clearly identifiable as such. For children under 12, advertisements that are significantly integrated with non-advertising