6.0 Identifying Advertisers and Recognising Advertisements 6.1 Advertisers, online publishers, broadcasters and owners of other electronic media should ensure that advertisements are designed and presented in such a way that it is clear that they are advertisements. 6.2 Features, announcements or promotions that are disseminated in exchange for a payment or other reciprocal arrangement should comply with this Code if their content is controlled by the advertisers and should also be clearly identified as such. 6.3 Distance selling advertisements with written response mechanisms (e.g. postal, fax or e- mail) and advertisements for one-day sales, homework schemes and the like should contain the name and address of the advertisers. Distance selling advertisements for business opportunities should contain the name and contact details of the advertisers. Unless required by law, other advertisers are not normally obliged to identify themselves. 7.0 The Use of People in Advertising 7.1 Women in Advertising a) Advertisements must not project women as an object for sex or be shown to merely satisfy men's desire and satisfaction. b) Advertisements must portray positive images of women. 7.2 Children and Advertising Special care and attention is to be paid to children in advertisements. This requires a need to comply with requirements set out below : a) The use of children is not encouraged unless the products advertised are relevant to them and or except in the context of promoting safety for the children as depicted within paragraph (d). b) Advertisements addressed to children or young people or likely to be seen by them, shall not contain anything whether an illustration or otherwise, which result in harming them physically, mentally or morally or which exploits their credulity, their lack of experience or natural sense of loyalty. 28