In order to ensure the rules contained in the ‘Children’ section of the UK Code of Broadcast Advertising (BCAP Code) are clear, proportionate and consistent with the law, the Broadcast Committee of Advertising Practice is consulting on a proposal to remove wording from rule 5.9, which prohibits advertisements from encouraging children to ask their parents, guardians or other persons to enquire about an advertised product or service for them.

The effect of this would be to ensure that rule 5.9 is consistent with the maximum harmonisation requirements imposed by the Consumer Protection from Unfair Trading Regulations 2008 (CPRs), which rule 5.9 seeks to reflect. Advertisements would be permitted to directly encourage children to ask their parents, guardians or other persons to enquire about a product or service for them, whilst being prohibited from directly encouraging children to persuade their parents to buy a product or service for them.

Please note that the deadline for responses to the consultation is 5pm on 22 July 2014.

Read and respond to the BCAP Consultation on rule 5.9 ('enquiring about products')

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