Advertising Standards Code for Text Services

Foreword

The BCAP Television Advertising Standards Code 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.

From 1 November 2004, the advertising codes have 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, 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 Codes are considered by the Advertising Standards Authority, through its broadcasting arm ASA(B).  Complaints to the ASA can be made via www.asa.org.uk.

Advertisers and broadcasters should also be aware of BCAP’s other advertising Codes:

  • Television Advertising Standards Code
  • Broadcast Advertising Guidance Notes
    • 1 - On-Screen Text and Subtitling in Television Advertisements
    • 2 - Betting Tipster Advertising
    • 3 - Complaints procedures
    • 4 - Audience Indexing
  • Radio Advertising Standards Code
  • Rules on the Scheduling of Television Advertisements
  • Guidance to Broadcasters on the Regulation of Interactive Television Services.

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