Fiducia TogetherAdvertising to children and vulnerable people
Extra restrictions on who you can market to and how.
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.
What it means
The CAP Code has specific rules on advertising to children and on marketing to people who may be vulnerable, including in gambling, alcohol, food and financial services.
Why it matters
These are the rules the ASA enforces most actively, and breaches attract publicity as well as rulings.
What it looks like in practice
Age-gating, media placement restrictions and content rules all apply. Data protection adds a separate layer: children's personal data has additional protection and the Age Appropriate Design Code applies to services likely to be accessed by children.
What to watch out for
Influencer content reaching a young audience. The audience profile of the channel matters, not the intended target.
Where to get proper advice
CAP's free Copy Advice service, and the ICO's Children's Code.
Where to read more
Last reviewed 2026-08-28 by Fiducia Together · Next review due 2027-08-28
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.