Jurisdiction(s):
United Kingdom

Related legal acts

Key definition

Advertising definition

What does Advertising mean? Advertising, in legal practice, describes any communication by a trader intended to promote the supply or transfer of products (goods, services, digital content). Across England & Wales, Scotland and Northern Ireland, legislation implementing the EU regime on misleading and comparative advertising (notably the Business Protection from Misleading Marketing Regulations 2008) defines advertising broadly as any form of representation made in connection with a trade, business, craft or profession to promote the supply of goods or services, including immovable property, rights and obligations. In Ireland, equivalent implementing measures adopt a materially similar definition; usage is broadly consistent across the...

Advertising to Children in the UK: DMCCA 2024 compliance, CAP/BCAP rules, targeting and age-restricted products, sector controls (gambling, alcohol, HFSS), OSA 2023, data protection and in-app purchases

Published by a LexisNexis TMT expert

Practice notes

This Practice Note outlines the principal issues that arise when Advertising to children. It spans the regulatory framework, how children recognise advertising, sexualised imagery, child protection, credulity and undue pressure, direct exhortations, promotions, age‑restricted products and targeting, plus sector‑specific matters, including betting and gaming, alcohol and food advertising. It also addresses in‑app purchasing and the handling of children’s data for advertising and marketing purposes.

Regulatory regime overview

Advertising to children is overseen by a combination of UK law and self‑regulatory advertising codes, summarised below.

Digital Markets, Competition and Consumers Act 2024

On 6 April 2025, Chapter 1 of Part 4 of the Digital Markets, Competition and Consumers Act 2024 (DMCCA 2024) for the most part revoked the Consumer Protection from Unfair Trading Regulations 2008 (CPUTR 2008), SI 2008/1277, save for certain transitional provisions relating to a consumer’s right of redress. CPUTR 2008 will continue to govern unfair commercial practices that occurred prior to 6 April 2025...

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Web page updated on 22/05/2026

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