Cinema

Many people often don’t realise we are responsible for regulating ads screened in the cinema, which are covered by the advertising rules in the non-broadcast Code.

The scripts for these ads are pre-cleared by the Cinema Advertising Association (CAA). The CAA have a Copy Panel designed to ensure the content of ads are suitable, and also scheduled appropriately.

The CAA will place restrictions on ads not suitable for children to ensure they are not screened during films with an inadequate age classification. This is in line with the advertising rules which state, for example, alcohol and gambling ads cannot be broadcast as part of trailers for a film where more than 25 per cent of the audience is under the age of 18, or where the film is likely to appeal to those under the age of 18.

+ Read more - Read less

Latest rulings

Viva!
- Upheld
- Cinema (ad)
- 16 July 2025
A cinema ad for the vegan charity Viva!, featuring scenes of a human baby being taken from its mother and equating that with dairy calves being separated from their mothers, was irresponsible, distressing and likely to cause serious and widespread offence, particularly for viewers with experience of child los...

View all rulings

Cinema

Many people often don’t realise we are responsible for regulating ads screened in the cinema, which are covered by the advertising rules in the non-broadcast Code.

Latest news

Bark up the right tree – take the lead on your pet food ads

From rough idea to radiant execution – how to make your laboratory-grown diamond advertising dazzle.

Black Friday social responsibility: from loans and credit cards to Brazilian Butt Lifts!

Don’t feel the burn – break the habit, not the Code, with our tips for stop-smoking ads

Latest rulings

Viva!

Help getting it right

Popular advice

Food: HFSS Media Placement

Social responsibility: Body image

Electronic cigarettes: General

Relevant codes