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.