Foreword

These Guidance Notes should be read with the BCAP Television Advertising Standards Code (the Code), which sets out the rules that govern advertisements on any television channel licensed by Ofcom.  The rules are framed to ensure that advertisements are ‘legal, decent, honest and truthful’ and do not mislead or cause harm or serious or widespread offence.

Since 1 November 2004, the Code has been the responsibility of the Broadcast Committee of Advertising Practice (BCAP), under contract from the broadcasting and telecommunications regulator Ofcom.

More information is available on the BCAP section of the Committee of Advertising Practice website, http://www.cap.org.uk/.

Ofcom took over the responsibilities of the former Independent Television Commission (ITC) in December 2003.  Under the Communications Act 2003, Ofcom was encouraged towards contracting-out functions to a co-regulatory partnership with effective self-regulation.

 After public consultation and parliamentary approval, Ofcom authorised BCAP to take responsibility for maintaining, reviewing and updating the Code.

Complaints about apparent breaches of the Code are considered by the Advertising Standards Authority, through its broadcasting arm ASA(B), and references to the ASA in these Guidance Notes should be read as references to the broadcasting arm.  Complaints to the ASA can be made via http://www.asa.org.uk/.

This is an updated edition of the Guidance Notes.  Some changes reflect the new co-regulatory partnership between Ofcom, the ASA and BCAP.  References in the previous Notes to the ITC have been reviewed and changed, where necessary, to BCAP, Ofcom or the ASA.  The guidance on text height has been updated.  Guidance Notes for the TV Alcohol Advertising Rules have also been added.