BCAP has sound control of the situation

06 May 2008

The Broadcast Committee of Advertising Practice (BCAP), the body responsible for writing the TV Advertising Code, has published a new rule on sound levels in TV advertisements. The new rule clarifies existing guidance about noise levels to address consumer concerns that TV ads sometimes seem louder than programming. The rule will come into force on 7 July 2008.

The revised code states that:   

Advertisements must not be excessively noisy or strident. The maximum subjective loudness of advertisements must be consistent and in line with the maximum loudness of programmes and junction material.  

During 2007, the Advertising Standards Authority (ASA) received over 100 complaints that some TV ads were too loud. Often the problem arises because the audio files used in the ads have been compressed, making quieter sounds more pronounced or ‘punchy’; the result is that ads can sound subjectively louder than the programmes around which they appear.   BCAP has held a full public consultation and has produced a new rule that should ensure that no single ad is significantly louder than another and that all are in keeping with the sound levels in programming. That change should provide more certainty for broadcasters and minimise the annoyance that can be caused to viewers by TV ads that either exceed an upper sound limit or are perceived as too loud.  CAP spokesman Shahriar Coupal says “BCAP were acutely aware of the frustration that excessively loud or seemingly noisy ads were causing consumers. The consultation has taken account of their concerns and will ensure a level playing field across all ads in the same commercial break. This should help prevent consumers having to turn down the volume during ad breaks.”