About the Code and how to use it

Status of the Code

The Code applies to all advertisements on all services licensed by Ofcom. All Licensees should be familiar with the contents of this Code. Licensees should bring this Code to the attention of all their relevant employees when they are first employed and at least once a year thereafter. Relevant employees must be given permanent access to refer to the Codes, which can now easily be accessed via the ASA or CAP website at www.asa.org.uk or www.cap.org.uk. They should also be familiar with relevant consumer protection legislation, most of which is listed in Appendix 2.

Code Rules are shown in bold. The explanations and ancillary information that accompany them are in ordinary type.

The ASA may require advertising that does not comply with the Code to be withdrawn or suspended. If a Code Rule is breached, Ofcom may impose sanctions, ranging from a warning to a correction or a statement of findings, a fine or the shortening or revoking of a licence.

Additional guidance

Licensees seeking additional guidance about the interpretation of the Code Rules should speak to BCAP staff. However, advertisers, advertising agencies or independent producers should seek further clarification on scripted advertisements from the Radio Advertising Clearance Centre (see Section One, Rule 4) or from the radio station on which they wish to advertise.