In this session, we will explore how the legal and regulatory systems around the world strike a balance between protecting vulnerable consumers while allowing legal products to be advertised. Children are not the only group to enjoy special protection under the law and advertising self-regulation. Other groups also enjoy special protection: the elderly, people with addictions and people suffering from physical or mental health problems. The impact of their vulnerability can be felt across a wide range of sectors and products, including high in fat, salt or sugar (HFSS) foods, alcoholic beverages, gambling, weight-loss and slimming products, short-term loans and even cosmetic surgery.