Summary:
Society seems increasingly concerned about ads that glorify, trivialise or normalise violence and this has been reflected in The Byron Report, ‘Safer Children in a Digital World’. That report questioned whether children are being exposed to unacceptable levels of violence, especially in the context of computer games, internet and entertainment. In 2007, the number of complaints about violent images was roughly double the number in 2006 and that trend seems set to continue; the ASA receives a significant number of complaints about ads accused of being too violent or too sexual, especially when they could be seen by children. Please sign in to be able to read the full advice.
To help marketers of films and video games, CAP has also issued Guidance on ads for video games and films.
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