Scope of project
Key findings

The Advertising Standards Authority (ASA) has published the findings of its latest proactive monitoring sweep, making use of avatar technology to assess the distribution of ads for alcohol, gambling and high fat, salt or sugar (HFSS) products in websites and YouTube channels attracting a mixed-age audience that is predominantly composed of adults.(1) As a result of its findings, the ASA is calling on advertisers to make better use of audience and media targeting tools to help minimise children's exposure to age-restricted ads on mixed-age sites.

Scope of project

The monitoring underpinning this project was focused on:

  • mixed-age online media – consisting of non-logged in websites and YouTube channels, with adults comprising 75%-90% of the audience; and
  • dynamically served ads for alcohol, gambling and HFSS products – the underlying technology used to serve these ads enables advertisers to target subsets of the sites' audience based on data known or inferred about them (eg, their age, location and online browsing interests).

The ASA used avatars for the purpose of identifying trends in how these ads are being delivered to adult and child audience groups and a neutral audience group where the age is unknown. The ASA explained that the avatars were constructed to reflect the online browsing profile of these age groups but their automated actions – visiting 250 web pages on both desktop and mobile devices, twice a day – were obviously not indicative of real-world online behaviours.

The ASA says that this explains why its six uniquely age-categorised avatars received 27,395 ads, published on 250 sites, over a three-week monitoring period. These high figures clearly do not reflect real-world exposure levels to advertising, but the data does give a good basis for assessing whether age-restricted ads are being targeted away from children in online media that attracts a heavily weighted (ie, more than 75%) adult audience.

Key findings

The ASA found the following:

  • Gambling ads were served in broadly similar numbers to child and adult avatars, with no significant skew towards the adult profiles. The neutral avatar (which had no browsing history to provide indicative age information) was served noticeably fewer gambling ads on mixed-age media.
  • HFSS ads were served in broadly similar numbers to child and adult avatars, with no significant skew towards the adult profiles. A notably higher number of ads were served to the neutral avatar.
  • Alcohol ads were not served to any avatars.

The ASA reminded readers that advertisers are not allowed to serve age-restricted ads in "children's media" (ie, sites commissioned for children or where children make up 25% or more of the audience), but these ads are allowed in mixed-age media that attracts a heavily weighted adult audience, so long as they stick to strict rules to ensure that the creative content of the ads do not appeal to children or exploit their inexperience.

However, the ASA believes it is a legitimate regulatory objective to seek to minimise children's exposure to age-restricted ads generally and it therefore wants to see advertisers of these products using the available tools to more effectively target their ads away from children, even where the vast majority of an audience is over 18.

For further information on this topic please contact Sarah MacDonald at Wiggin by telephone (+44 1242 224 114) or email ([email protected]). The Wiggin website can be accessed at


(1) To read the ASA's press release in full and for a link to the monitoring sweep, click here.