Offence: Use of stereotypes in Marketing | Committees of Advertising Practice (CAP)

Marketers should ensure that the use of stereotypes in advertising will not cause serious or widespread offence. Marketers should not use stereotypes in an offensive, mocking or demeaning way.


Marketing communications must not contain anything that is likely to cause serious or widespread offence, and specifies that particular care must be taken to avoid causing offence on the grounds of: age; disability; gender; gender reassignment; marriage and civil partnership; pregnancy and maternity; race; religion or belief; sex; and sexual orientation.


Read the advice given by the Committees of Advertising Practice (CAP) about non-broadcast advertising and best practice on the use of protected characteristics in advertising and marketing here.