Rules of engagement: how advertisers must treat pupils;Resources
When dealing with complaints about advertisements featuring or aimed at children, the Advertising Standards Authority is guided by the following basic principle: "Advertisements should contain nothing which is likely to result in physical, mental or moral harm to children, or to exploit their credulity, lack of experience or sense of loyalty."
nuisance: Advertisements targeting children should not actively encourage them to make a nuisance of themselves to parents or others. Neither should they encourage children to feel inferior or unpopular for not buying the advertised product. One magazine advert for a children's television channel was criticised by the association for suggesting that children without access to it should complain to their parents.
Easy to understand: Advertisers should clearly state the price of a product featured and should not exaggerate its appeal or performance.
Direct appeals: Goods considered too expensive for the majority of children should not be advertised to them. An electronics firm advertising computer software at prices starting from pound;40 in a children's publication was criticised because most children would not be able to afford them.
Responsible: Advertisements should not encourage children to eat or drink at or near bedtime, to eat frequently throughout the day or to replace main meals with sweets and snacks.
Parents' permission: Advertisements should make it clear to children that they must obtain permission to buy complex or expensive products. For promotions where the prizes may cause a conflict between parent and child, consent is also required.