Internationally, individual counties or, in some cases, groups of countries such as the European Union
set specific guidelines for advertising content that must be followed. For instance, in the European Union, advertising that is directed at a child or ayoung person is generally allowed; however, the advertisement must not directly encourage children or young people to buy a product and must not exploit their inexperience and credulity A smart retailer should also prepare a message to be used in case of some type of emergency.