CAP updates its guidance on age-restricted ads online
Monday 13th October 2025
The Committee of Advertising Practice (CAP), the sister organisation of the Advertising Standards Authority, (ASA) updated its guidance to ensure owners of ads for products including alcohol, gambling and HFSS products are not targeted at under 18s. The updated guidance contains key steps which should be considered by all marketers/brands:
- Choosing the right media
- Using a combination of targeting tools
- Working with content creators and influencers
- Managing your own social media posts
In the ever-increasing digital age, it’s extremely important that marketers and brands’ posts are responsible, compliant with consumer protection law and not harmful to children or vulnerable people.