TV and radio (broadcast only)

Ads appearing on TV and radio are regulated by us and not Ofcom as many people assume. These types of ads must stick to the broadcast advertising rules – also known as the BCAP Code.

This Code applies to all advertisements including teleshopping, content on self-promotional television channels, television text and interactive television advertisements, on radio and television services licensed by Ofcom.

The Code is designed to inform advertisers and broadcasters of the standards expected in the content and scheduling of broadcast advertisements and to protect consumers. Ads on TV and radio must be targeted appropriately, and must not mislead, harm or offend. The Code does not apply to commercial references within a programme.

We advise advertisers, advertising agencies and independent producers to seek pre-transmission guidance on scripted advertisements from Clearcast for TV advertisements, Radiocentre for radio advertisements, or from the broadcaster whose service they intend to use to advertise. We work very closely with these organisations and using their services will reduce the likelihood of an ad breaking our rules.

We do not regulate how often an ad appears on a specific channel or the sound levels of ads.

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Latest rulings

Shop TJC Ltd t/a The Jewellery Channel
- Upheld
- Television
- 25 September 2024
A teleshopping ad promoted a product that was a medical treatment for humans and also made medical claims for an unlicensed device.
Vodafone Ltd
- Upheld
- Social media (paid ad), Television
- 18 September 2024
A TV ad, paid-for X ad and website for Vodafone made unsubstantiated claims that their broadband services provided a nearly identical performance to BT's services, and that millions of BT broadband customers had already switched, or were actively considering switching, to Vodafone.
Aston Manor Ltd t/a Crumpton Oaks
- Not upheld
- Television
- 14 August 2024
A TV ad for Crumpton Oaks Cider was not likely to strongly appeal to under 18s.
Virgin Atlantic Airways Ltd t/a Virgin Atlantic
- Upheld
- Radio
- 07 August 2024
A radio ad for Virgin Atlantic included the unqualified claim "100% sustainable aviation fuel", which gave a misleading impression of the fuel's environmental impact.

View all rulings

TV and radio (broadcast only)

Ads appearing on TV and radio are regulated by us and not Ofcom as many people assume. These types of ads must stick to the broadcast advertising rules – also known as the BCAP Code.

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