Last update: Fri, 27 Jun 2025

In the Out-of-Home (OOH) advertising industry, the brand content used in advertising campaigns must comply with various regulations and guidelines to maintain ethical standards, legal conformity, and brand credibility. Here are some restrictions to consider when creating brand content for OOH advertising:

1. Unacceptable Content

• Violence and Hate: Content that contains violence, discrimination, hate speech, or degrades certain groups is not acceptable in OOH advertising.
• Sexual Content: Ads containing explicit or suggestive sexual content are prohibited, especially those that could impact younger audiences.
• Harmful Substances: Ads promoting or advertising illegal products, such as drugs, tobacco, or alcohol, are subject to strict restrictions, depending on the location and target audience.

2. Misleading Content

OOH ads must be truthful and cannot mislead consumers. Unsubstantiated or exaggerated claims, especially related to products or services, can lead to legal disputes and damage to the brand’s reputation.

3. Ads Targeting Vulnerable Audiences

Certain OOH locations and platforms have stricter rules regarding content targeting specific audiences, such as children or teenagers. Ads targeting these audiences must comply with regulations designed to protect them from inappropriate influences.

4. Compliance with Local Regulations

Each country or region may have different regulations regarding OOH advertising. It is therefore crucial to comply with local laws that apply to content, placement, and aesthetics in public spaces.

5. Stereotyping Content

Ads that feature stereotypes based on race, gender, sexual orientation, or other factors can create negative perceptions and should be avoided. Every ad should respect diversity and inclusivity.

6. Copyright and Licensing

Ensure that all advertising materials, including images, logos, music, or text, have proper licenses or permissions to be used in OOH campaigns. Copyright infringement can result in serious legal consequences.

7. Environmental Impact

OOH ads should consider their environmental impact. Content that promotes excessive consumption or harms the environment can not only damage the brand's reputation but also face community backlash.

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