4.1 Marketing communications must not contain anything that is likely to cause

serious or widespread offence. Particular care must be taken to avoid causing

offence on the grounds of race, religion, gender, sexual orientation, disability or

age. Compliance will be judged on the context, medium, audience, product and

prevailing standards.

5.1 Advertisements that are suitable for older children but could distress younger children must be sensitively scheduled (see Section 32: Scheduling).

Our advert will be aired after the watershed (after 9.00 pm), this is because

5.4 Advertisements must not condone or encourage bullying.

5.8 Child actors may feature in advertisements but care must be taken to ensure that those advertisements neither mislead nor exploit children's inexperience, credulity or sense of loyalty.

4.2 Marketing communications must not cause fear or distress without justifiable

reason; if it can be justified, the fear or distress should not be excessive.

Marketers must not use a shocking claim or image merely to attract attention.

4.7 Marketers must take particular care not to include in their marketing

communications visual effects or techniques that are likely to adversely affect

members of the public with photosensitive epilepsy.

3.3 Marketing communications must not mislead the consumer by omitting material

information. They must not mislead by hiding material information or presenting

it in an unclear, unintelligible, ambiguous or untimely manner.