2022
FTC v Epic Games
The adFortnite purchase UI and default settings
OutcomeUS$275m COPPA penalty + US$245m refunds
LessonDark-pattern purchase flows aimed at kids are high-risk
Everyday consumer · Ad policy
Kids' products and toys ad policy on Meta and Google
Kids' products and toys ads are rules apply on Meta and prohibited on Google. Teen ad targeting: Age and location only, gender removed, engagement data not used. (platform restriction). The phrases most likely to cause trouble include "ask your mum/dad to buy", "buy now", "members are going to be super popular".
MetaRules apply
GoogleProhibited
Last checked5 October 2026
Meta rules Rules apply
Platform restriction
- Teen ad targeting: Age and location only, gender removed, engagement data not used. (platform restriction)
- Health and Wellness age limits: (18+ for supplements, weight products and cosmetic procedures)
Sources: about.fb.com · transparency.meta.com
Google rules Prohibited
Prohibited
- Restricted targeting: Under-18s are 'not eligible for personalized advertising of any kind', no customer-list uploads of viewers of child-directed content. (prohibited)
Sources: support.google.com
Flagged words and phrases for kids' products and toys ads
12 phrases that often lead to rejection, limited delivery or regulator action. High means the phrase or claim is named in a policy or ruling. Medium means it's our reading of a rule.
| Phrase | Why it's risky | Rule or source | Risk |
|---|---|---|---|
| ask your mum/dad to buy | Direct appeal to children (CAP 5.4.2, DMCCA Sch.20) | asa.org.uk | High |
| buy now / join now (to kids) | Purchase invitation phrased as a command | asa.org.uk | High |
| members are going to be super popular | Mind Candy 2015, upheld | asa.org.uk | High |
| you'll be left out / everyone has one | Makes children feel inferior (CAP 5.2.1) | asa.org.uk | High |
| Why make things harder for yourself? (advergame) | Weetakid 2013 | asa.org.uk | High |
| order now by text/app (kid-targeted) | Direct-response mechanism aimed at children (CAP 5.5) | asa.org.uk | High |
| exaggerated size/performance visuals | CAP 5.2.3 / 5.3.1 | asa.org.uk | High |
| win a [prize] (value overstated) | CAP 5.6.3 | asa.org.uk | High |
| buy to enter (kid-targeted) | CAP 5.7 | asa.org.uk | High |
| HFSS snack + cartoon character | UK HFSS ban in children's media | asa.org.uk | High |
| confusing in-game buy buttons | FTC Epic dark patterns | ftc.gov | High |
| personalized targeting of under-18s | Google prohibition | support.google.com | High |
Risky creative patterns
- Toy shown doing things it cannot do, without 'sold separately' or a clear demo
- Fantasy mixed with real performance
- Child influencers unboxing without an ad label
- Pester-power scripts
- Purchases or chat switched on by default in kids' apps
Safer rewrites
Before and after examples. Swap the bracketed parts for your real details.
Before
Ask your parents to get you one today!
After
Available at [store]. Ask a grown-up before buying online.
Before
The fastest car in the world!
After
Pull it back and watch it zoom up to 2 metres (track sold separately)
Before
Everyone at school will want one
After
Collect all 12 characters
Before
Join now for exclusive powers!
After
Membership is optional. Ask a parent before paying.
Before
Win a GBP500 mega bundle!
After
Win 1 of [N] bundles (RRP GBP[X]). Closes 31 Dec. Parent permission required.
Policy and enforcement history
Ofcom HFSS restrictions begin (children's TV)
ASA Weetakid advergame ruling
ASA Mind Candy (Moshi Monsters) ruling
CAP HFSS ban in children's media
CARU revised guidelines issued, effective 2022-01-01
FTC: Epic Games pays US$520m (COPPA + dark patterns)
Meta announces teen targeting limited to age and location from Feb 2023
DMCCA Schedule 20 prohibited practices, incl. direct appeals to children (reflected in CAP 5.4.2)
Case studies
2022
ASA v Nutricia
The adBaby-club formula content
OutcomeUpheld
LessonInfant products marketed to parents face strict UK limits
2015
ASA v Mind Candy
The ad'Join now for Exclusive Member Benefits'
OutcomeUpheld
LessonNo commands or popularity pressure
2013
ASA v Weetabix (Weetakid app)
The ad'What?! No Weetabix?! Why make things harder for yourself?'
OutcomeUpheld
LessonAdvergames count as ads to children
Rules by country
US
CARU guidelines (in-app, influencers) since 1 Jan 2022, COPPA enforced by the FTC.
EU
Not separately verified here.
UAE
Media Law Standard 20 requires respecting children's rights, the Executive Regulations require suppliers to flag at-risk age groups.
Check a kids' products and toys ad
Platform
Runs in your browser. Nothing you paste is sent or stored.
Your report appears here.Each flag shows the phrase, the rule behind it, a source and a real case where a similar ad got in trouble.
This tool is a pre-launch screen, not legal advice. Meta and Google do not publish banned-word lists, so each flag is a risk signal tied to a published rule, regulator ruling or court case. Policies change often. Data last checked 5 October 2026.