The Art of Advertising

1. Advertisements must not portray violence, undue aggressionn, or menacing or horrific elements likely to disturb children.
2. Advertisement should not encourage anti-social behavior or depict children behaving in an anti-social manner, eg vindictiveness and bullying, unless the purpose of the advertisements is to discourage such behavior.
3. Children should not be urged in advertisements to ask their parents to buy particular products for them.
4. Advertisements must be clearly recognisable as such by children and separated from editorials or programmes. If there is any likelihood of advertisements being confused with editorial or programme content, they should be clearly labelled 'advertisment' or identified in an equally clear manner.
5. Advertisements should not suggest to children any feeling of inferiority or lack of social acceptance for not having the advertised product.
6. Advertisement should take into account the level of knowledge, sophistication and maturity if the intended audience. In particular special care should be taken when communicating with younger children who may have a lack of ability to comprehend the purpose of advertising and differentiate between it and non-advertising messages.
7. Advertisements should not depict toy weapons which are realistic (in size, shape and colour) and can be confused with real weapons.
8. Advertisements, except safety messages, should not show product being used in an unsafe or dangerous manner, or which would be unsafe if used by children without proper supervision.