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

Edrington-Beam Suntory UK
- Not upheld
- Television
- 06 January 2021
A TV ad for whisky did not link alcohol with sexual activity and did not breach the BCAP Code.
James Murray Solicitors
- Not upheld
- Radio
- 06 January 2021
A radio ad for a law film was not likely to cause unjustifiable distress and did not breach the BCAP Code.
Licensed Taxi Drivers Association Ltd t/a LTDA
- Upheld
- Radio
- 25 November 2020
A radio ad promoting London black cab services exaggerated the extent to which features of the taxis could reduce the spread of COVID-19.
Rightmove Group Ltd t/a Rightmove
- Not upheld
- Television
- 18 November 2020
A TV ad did not depict gender stereotypes in a way that was likely to cause harm.

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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Edrington-Beam Suntory UK

James Murray Solicitors

Licensed Taxi Drivers Association Ltd t/a LTDA

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