Up to 31 October 2004 complaints about TV and radio advertisments were handled by communications regulator Ofcom. Decisions on the top 10 broadcast ads of 2004 were made by Ofcom.

1 Auctionworld
1,360 complaints. Licence revoked.
Consistently poor customer service, misleading guide prices and delays in delivery of goods, resulted in a £450,000 fine for shopping channel Auctionworld and subsequent revocation of its licence to broadcast. In its ruling, Ofcom said that the grave breaches of the Code had led to demonstrable harm to consumers and prejudice to the teleshopping sector as a whole.