Content of ads
In order to ensure that ad content does not appeal to minors, signatories of the RMP have developed a comprehensive exclusion list of over 40 practices and techniques that are likely to be disproportionately appealing to minors. This exclusion list is regularly updated as we continually monitor and fine-tune best practices in order to avoid appealing to minors.
In 2019, the European Advertising Standards Alliance monitored the content of RMP member ads, and 98% of ads monitored did not feature a single element from the exclusion list .
 Monitored in Germany, Hungary, Italy, Spain, the Netherlands, UK
APPEAL RULES: EXCLUSION LIST
- Any actor/model below 25 years old in real life.
In addition, they must not feature:
- School teachers/personnel;
- Child/teenage-related leaders;
- Child-related performers & child-related entertainers;
- Child-related fairy tale characters.
- Any celebrity whose audience is primarily composed of minors;
- Any celebrity below 25 years old, whenever this celebrity actively and explicitly endorses the brand and is core to the commercial communication in his/her individual capacity.
Online, influencers must age-gate all brand related posts to prevent minors from seeing them. On platforms where it is not possible to age-gate posts effectively, influencers must be over 25 and appeal primarily to adult audiences.
Influencers will be made aware of the RMP exclusion list and will agree not to feature these elements in their brand communications.
HUMAN FICTIONAL CHARACTERS
- Any fictional character (or any associated elements) whose audience is primarily composed of minors;
- Any fictional character below 25 years old, whenever this character actively and explicitly endorses the brand and is core to the commercial communication in its individual capacity.
ANIMATED / CARTOON CHARACTERS
- Any animated cartoon character extracted from a piece of work primarily viewed and/or read by minors;
- Any animated cartoon character whose style and design are evidently childish.
- Any child/teenage-related uniforms;
- Outfits directly inspired by such uniforms.
- Teenage peer pressure;
- Teenage rebellion.
- Any gestures extracted from child/teenage body language.
- Any visual flashbacks to childhood and/or to adolescence;
- Childish pranks;
- Rites of passage from adolescence to adulthood;
- Teenage/childish challenges;
- Teenage romances/infatuations and ‘first times’.
- Any child-related fairy tales and/or child-related fantasy worlds;
- Child-related attractions, child-related roller coasters, and merry-go-rounds;
- Skate parks;
- Teen clubs;
- Indoor game arcades accessible to minors;
- Summer camps for minors.
- Any music of a singer/musician whose audience is composed mainly of minors;
- Any music/song which is primarily listened to by minors;
- Any singer/musician younger than 25 years old when the song explicitly promotes a brand, the band is promoting the brand and the musician in question is core to the commercial communication in her or his individual capacity.
- Any athletes whose audience is primarily composed of minors;
- Any sports which are primarily followed by minors;
- Any athlete below 25 years old, whenever he/she actively and explicitly endorses the brand and is core to the commercial communication in its individual capacity.
- Any child scribbles or drawings;
- Any drawings the style and design of which are evidently childish.
- Child-related toys;
- Objects extracted from child/baby tableware sets;
- School-related objects.