HomeInsightsCommittees of Advertising Practice publishes outcome of its call for evidence on children’s ability to recognise online marketing communications

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CAP explains that ensuring that audiences recognise ads is a basic principle of the UK Advertising Codes. Young children present particular challenges as they are still developing their understanding of the commercial world.

CAP’s assessment of the responses does not suggest the need to consider changes to CAP’s policies. In fact, the output from the call for evidence suggests that CAP’s existing guidance is effective in requiring “enhanced disclosure” in certain online environments where younger children might not realise that content is commercial in nature. However, CAP says, the issue is an important one and it will continue monitoring the issue closely. To access the responses and CAP’s statement, click here.