New CAP rules on sexualised protrayals of U18s

02 January 2018
New rules on Sexualised Portrayals Come Into Effect

CAP/BCAP have today (Tuesday, 02.01) introduced strict new rules prohibiting the sexual portrayal or sexual representation of under-18s in advertising.

The rules have come into force following a full public consultation and six month implementation period and also prohibit the sexual portrayal of those who appear to be under 18.  

The new Codes are as follows:

New CAP Code rule:
4.8 Marketing communications must not portray or represent anyone who is, or seems to be, under 18 in a sexual way. However, this rule does not apply to marketing communications whose principal function is to promote the welfare of, or to prevent harm to, under-18s, provided any sexual portrayal or representation is not excessive.

New BCAP Code rule to replace rule 5.5:
4.13  Advertisements must not portray or represent anyone who is, or seems to be, under 18 in a sexual way. However, this rule does not apply to advertisements whose principal function is to promote the welfare of, or to prevent harm to, under-18s, provided any sexual portrayal or representation is not excessive.

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