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Digital Business Lawyer

Age inappropriate ads: targeting the wrong audience online

The UK’s Advertising Standards Authority (‘ASA’) has ruled on a number of cases involving inaccurate user data being used by advertising algorithms resulting in age-restricted content being shown to under-age users through misplaced targeted advertising. In response to the risk of such misplaced advertising the Committee of Advertising Practice (‘CAP’) published new guidance in June 2017, entitled ‘Children & age-restricted ads online,’ to assist online advertisers in demonstrating that they have targeted age-restricted ads appropriately. Dan Smith and James Holland, of Gowling WLG, provide insight into navigating this sensitive area of online marketing and analyse the CAP’s latest guidance.

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