Digital, Commerce & Creative 101: Key Issues When Targeting Ads For Age Restricted Products - Age Gating

When advertising age-restricted products online in the UK, it's crucial for advertisers to understand the framework established by the Advertising Standards Authority (ASA) and the Committee of Advertising Practice Code (CAP Code).

As advertisers seek to reach the correct audiences with the right messaging, the legal framework has been designed to protect minors from potentially harmful content, especially in the context of digital advertising where targeted ads can easily reach unintended viewers. This article outlines the key rules and considerations for platforms, publishers, media owners, intermediaries, ad tech companies, agencies, and influencers on responsibly reaching adult audiences.