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Online Marketing to Children – New UK Guidance

On 27th April 2017 the UK Committees of Advertising Practice (CAP) published guidance to the advertising world on how to ensure children under the age of 12 years fully understand the nature of online marketing communications.

The CAP guidance highlights that younger children need assistance in recognising online marketing communications and require what is called “enhanced” disclosure to ensure that children are fully aware of the commercial intent of online marketing communications.

The CAP guidance titled “Recognition of Advertising: Online Marketing to Children under 12” sets out examples of marketing activities that will be caught by the need for enhanced disclosure, provides guidance on how enhanced disclosure should be delivered and places increased obligations on marketers to carry out appropriate assessments as to the impact that their marketing communications will have on children.