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

Roofoods Ltd t/a Deliveroo
- Upheld
- Television
- 04 December 2019
A Deliveroo TV ad was banned for misleadingly implying food from multiple restaurants could be delivered in one order.
SuperAwesome Trading Ltd t/a PopJam
- Upheld
- Television
- 13 November 2019
A TV ad for a children’s app was banned for being socially irresponsible.
Toyota (GB) plc
- Not upheld
- Poster, Internet (social networking), Television
- 13 November 2019
TV, poster and Facebook ads for a hybrid car were not misleading.
Dyson Ltd
- Upheld
- Television
- 17 July 2019
A TV ad for the Dyson Pure Hot + Cool Fan, seen in April 2019, featured a voice-over that stated, "Pollutants can build up indoors. Gases, allergens and particles. So Dyson's purifying fan heaters use sensors to detect them, capturing them inside sealed HEPA and carbon filters to clean the air. Then project 29...

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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