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

Pure Cremation Funeral Planning Ltd t/a Pure Cremation
- Upheld
- Television
- 17 June 2026
A TV ad for Pure Cremation misleadingly implied that their standard funeral plan included an attended funeral service and failed to make clear where a plan was limited to a non-attended cremation.
Shop TJC Ltd t/a Ideal World
- Upheld
- Television
- 22 April 2026
Two teleshopping presentations advertising watches made misleading claims about price, savings and availability.
On The Beach Ltd
- Not upheld
- Television
- 15 April 2026
A TV ad for On the Beach didn’t break the rules by featuring an identifiable less healthy product.
Virgin Media Ltd
- Upheld in part
- Television
- 18 February 2026
A TV ad for Virgin Media didn’t provide sufficient information to enable people to verify comparisons with identifiable competitors. Another issue was investigated but it didn’t break the rules.

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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