The Children’s Media Foundation (CMF)


The ASA has a role in protecting children across all media.  

All advertisers in the UK have a responsibility to follow the Advertising Codes which require that ads addressed to, targeted directly at, or featuring children do not contain anything that will cause them physical, mental, or moral harm.

The ASA parent pages offer a simple route to complaint about specific advertising and comment about advertising in general.

There are also these links to the advertising codes and a parental guide to advertising:

• UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing  (Children’s rules) (PDF)
• UK Code of Broadcast Advertising  (Children’s rules) (PDF)
• Advertising and Children - A parent's guide (PDF)

The Children’s Media Foundation (CMF)