Rules exist because ads can lie, mislead, or offend. Advertising standards are the codes and regulations that set boundaries. They cover truthfulness, decency, and the protection of children and vulnerable groups.

Most countries have a self-regulatory body plus a government backstop. In the United Kingdom, the Advertising Standards Authority handles complaints. In the United States, the Federal Trade Commission polices deceptive claims. Rules differ by market, which is why global campaigns often need local review.

Common restrictions

• No misleading claims about results
• Restrictions on alcohol, tobacco, and gambling ads
• Strict rules for advertising to children
• Requirements to substantiate health and beauty claims

Breaches bring fines, forced corrections, or banned campaigns. Reputation damage often costs more than the penalty itself.