BTHA Guidance


Responsible Marketing

 Open and honest communication with children is a priority for BTHA members. We require members to sign our Code of Practice each year to ensure that they commit to responsible and ethical marketing to children and their families, as well as providing them with the best advice and tips on how to comply with the latest rules and regulations.

Responsible Marketing

Responsible marketing to families is an important part of the work of a toy manufacturer. That’s why our members sign our annual Code of Practice to ensure that all marketing and advertising of toys is responsible, legal, decent, honest and truthful. They must abide by the BCAP Code (The UK Code of Broadcast Advertising) and the CAP Code (UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing).

The UK toy industry is self-regulating and allows the industry to move quickly to adopt best practice when new media or technology becomes available. We ask in our annual declaration from members that where regulation does not already exist, that they apply the spirit of  existing codes to new media. We promote best practice to members, promote the available tools for the industry to responsibly self-regulate marketing campaigns, and update our own codes and guidelines to reflect new media and technologies.

We also provide members with continuous updates, as well as free training seminars with external bodies, on the latest marketing and advertising regulations.

BTHA Age Restricted Products Guide (May 2020)

Age Restricted Products Guidance

Useful Links

We are a member of Toy Industries of Europe (TIE), which represents the toy industry at European level. TIE is committed to ensuring its members comply with EU self-regulatory frameworks, promote safe play and are honest and truthful with their advertising. For more information on their work, click below.

Toy Industries of Europe (TIE)

As part of our work in the area of responsible marketing, we are a proud supporter of Media Smart, a media literacy programme for 7 to 16-year-olds. Media Smart provides free education materials for schools and youth organisations, parents and guardians, making sure children are media literate and understand and are aware of advertising and marketing practices.

Media Smart

We work with authorities to help the industry to understand concerns, and to apply the UK regulations. The links below give useful information on advertising and marketing guidelines:

Advertising Standards Authority (ASA)

Click here for free advice from the CAP Copy Advice service to ensure you are in compliance with all ASA rules.


The links provided above are for your information and convenience only and are not an endorsement by the British Toy & Hobby Association (BTHA) of the content of such linked websites or third parties. The BTHA has no control over the contents of any linked website and is not responsible for these websites or their content or availability.

The BTHA therefore makes no warranties or representations, express or implied about such linked websites, the third parties they are owned and operated by, the information contained on them or the suitability or quality of any of their products or services.