(ii) Decency a) Advertisements should contain nothing that is likely to cause serious or widespread offence. Particular care should be taken to avoid causing offence on the grounds of, but not limited to, race, religion, sex, sexual orientation and physical or mental disability. b) Advertisements must not contain statements, audio or visual presentations that are offensive to the standards of decency prevailing among those who are likely to be exposed to them. The fact that a particular product is offensive to some people is not sufficient grounds for objecting to an advertisement for it. (iii)Honesty and Truthfulness a) Advertisements must not be so framed as to abuse the trust of the consumer or exploit his lack of experience or knowledge. b) No advertisement should mislead by inaccuracy, ambiguity, exaggeration, omission or otherwise. (iv) Fear and Distress Advertisements must not without justifiable reason play on fear. They may, however, issue an appeal “to be fearful” to encourage prudent behaviour or to discourage dangerous or ill-advised actions, taking into consideration that the fear likely to be aroused should not be disproportionate to the risk. (v) Safety Advertisements should not show or encourage unsafe practices except in the context of promoting safety. Particular care should be taken with advertisements addressed to or depicting children and young people. 22