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Advertising_Guidelines_Childrens_Content.txt
The gifs loteriaguidelines on Advertising, Advertisement Features and Sponsorship in sections 1 to 4 also apply to all Children's content. 5.1 The BBC is a trusted provider of content for children. As such, we have a responsibility to ensure that advertising around this content is appropriate and does not encourage children to undertake harmful activities. In determining what advertising is appropriate around Children's content, the age of the target audience should be taken into account. 5.2 For the purpose of these guidelines, children should be taken to mean all children and young people under the age of 18. 5.3 Advertising should be suitable for the target audience. That is, it must not contain any material which would not be suitable for an unsupervised child to use. Advertisements must not: a) contain anything that is likely to result in the physical, mental or moral harm of children b) contain anything that it is unsafe for an unsupervised child to use. For example, matches and adhesives or products labelled 'keep out of the reach of children' which are not shown in the context of adult supervision c) encourage children to copy any practice that might be unsafe for a child. It should not contain behaviour that is likely to be easily imitable by children in a manner that is dangerous. For example, advertisements should not depict children in hazardous situations or behaving dangerously such as crossing a main road without appropriate adult supervision d) encourage children to enter strange places or talk/communicate with strangers. For example, advertisements should not encourage children to use websites which are not suitably moderated e) contain offensive or profane language f) suggest that a child is inferior or unpopular for not buying a particular product g) seek to exploit children's credulity, loyalty, vulnerability or lack of experience. (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) h) encourage 'pester power'. For example, the arrangements should not encourage children to persuade their parents, guardians or other persons to buy or hire a product or service for them i) actively encourage children to replace main meals with unhealthy snack foods. Due consideration should be given to local custom and market best practice. (See also 5.12) 5.4 Advertisements that involve promotions must not: a) encourage excessive purchases in order to participate in the promotion b) exaggerate the value of any prizes on offer, or the chances of winning them 5.5 All services which use children's brands are presumed to be Children's content Stop: Mandatory Referral: Any proposal for a service which uses children's brands to be treated as a service aimed at adults must be approved in advance by the Advertising Governance Committee. if ("interactive" === "interactive") { const container = document.getElementById("componentBreakoutContainerbreakoutbox140525092019"); window.addEventListener('scroll', () =>{ const buffer = 240; const rect = container.getBoundingClientRect(); const windowHeight = window.innerHeight; // Defines if an element is not above or below the viewport and is within a buffer range above and below the middle of the viewport const isVisible = (rect.top >= 0) && (rect.bottom = windowHeight / 2 - buffer) && (rect.top + rect.height / 2 { container.classList.add('interactive-highlight-red'); if ("red" === "custom") document.getElementById("componentBreakoutContainerbreakoutbox140525092019").style.boxShadow = "inset 0 0 0 3px " }); }
