The issue of age-restricted product advertising eg alcohol, or service is not straightforward, and many such products are advertised to the general public via a variety of different media, including on TV, in newspapers and magazines and on billboards. Our Classification Guidelines allow alcohol adverts to be classified at any category provided there are no elements in the advert which would preclude a particular rating, for example, ‘bad’ language, violence, or overt attempts to associate alcohol with sexual prowess or a glamorous / successful lifestyle. A film ad can be shown alongside a feature film as long as it has not been classified higher than the category given to that feature.
Sometimes, the ‘sell’ of an advertisement is oblique enough not to be understood or to appeal to children or young teenagers. It should also be borne in mind that audiences for films rated lower than ‘18’ will contain adult viewers to whom the advertised product may be of interest and who may be able legally and appropriately to purchase them. This will also apply to other age restricted or appropriate products such as shaving items and cars. In addition to BBFC Guidelines, film advertisements are also obliged to comply with the relevant advertising code. This requires that ads for alcohol are not shown with a film which is likely to have an audience of which more than 25% is under the age of 18 years.
The BBFC is not responsible for the exhibition of cinema trailers and advertisements.