The controversial change is the result of an in-depth review of UK advertising codes by the Committee of Advertising Practice and its broadcast equivalent, BCAP. Condom ads will not be allowed during programmes aimed at children under 10 years of age.
The rethink, which was overseen by marketing consultant Andrew Marsden, comes despite strong opposition from religious groups, voiced during a consultation last year.
Other notable changes to regulations include the prevention of marketers collecting data from the under-12s without parental consent, and from under-16s about other people.
The review was instigated to bring greater consistency and clarity to the codes, as well as to reflect societal and legal changes over the past decade. The overhauled rules will come into force on 1 September.
For full analysis of the new rules governing advertising click here
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