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

DSG Retail Ltd t/a Currys PC World
- Upheld
- Internet (on own site), Television
- 24 February 2021
Two TV ads for Currys PC World were banned for misleadingly implying that consumers were able to purchase a TV for half price when this was not the case.
Hutchison 3G UK Ltd t/a 3
- Upheld
- Search (paid), Internet (on own site), Television
- 24 February 2021
A TV, website and paid-for search ad by Three Mobile were banned for not holding adequate substantiation to support the claim that they were the ‘best network for data.”
Telefonica UK Ltd t/a O2
- Upheld
- National newspaper (paid ad), Television
- 24 February 2021
A TV and newspaper ad for O2 which claimed it was the “UK’s No.1 Network” was found to be misleading because the comparisons it made with competitors were not clear.
Diageo Great Britain Ltd
- Not upheld
- Television
- 17 February 2021
A TV ad for a whisky company did not imply, condone, or encourage irresponsible drinking or immoderate drinking and did not breach the BCAP Code.

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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Latest rulings

DSG Retail Ltd t/a Currys PC World

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32 Scheduling