Summer’s Here! Important Pool Advertising Guidelines

As we head into the summer months, it’s the perfect time to review the Advertising Standards Authority’s essential guidelines for depicting swimming pools in ads. Safety is a priority, and following these rules helps ensure compliant, family-friendly content.

• Pool Barriers: All swimming pools (including inflatable pools) that can hold water to a depth of 400mm or more must have physical barriers to restrict access by unsupervised children. Ideally, fencing and barriers should be visible in the commercial. At a minimum, no visual depiction should show a breach of this requirement.
• Adult Supervision: When children are shown in or near water, there should be an impression of adult supervision. An average viewer should see, or sense, an adult present to ensure safety.
• Alcohol Caution: Use extra care when depicting alcohol consumption in or around a swimming pool.

CAB is here to help – if in doubt, reach out for advice (always free of charge).

CAB’s guidelines on water safety can be found here (items 6, 7 and 8).