All most all license adult stores in the UK are forbidden from having their wares in open shop windows, which means often the shop fronts are boarded up or covered in posters. A warning sign must be clearly shown at the entrance to the store, and no sex articles (for example, pornography or sex toys) should be visible from the street. However, lingerie, non-offensive covers of adult material, etc. may be shown depending on the license conditions of the local authority. No customer can be under eighteen years old.
The Ann Summers chain of lingerie and sex toy shops recently won the right to advertise for shop assistants in Job Centers, which was originally banned under restrictions on what advertising could be carried out by the sex industry. The increasing acceptance of sex shops can also be seen as the north-west England chain Nice 'n' Naughty became the first adult company to win an investor in people award.