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.

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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...

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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.

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