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

The Benenden Healthcare Society Ltd
- Upheld
- 24 July 2024
A TV and Radio ad for private health insurance mislead consumers by omitting material information about a healthcare plan, including significant exclusions relating to treatment options.
Alzheimer's Society
- Not Upheld
- 05 June 2024
Three TV ads and a radio ad for a charity were not irresponsible, did not cause serious or widespread offence, and did not cause unjustifiable distress.
Postcode Lottery Ltd t/a People's Postcode Lottery
- Not upheld
- Television
- 01 May 2024
A TV ad for the Postcode Lottery featuring Emma Willis was not likely to be of strong appeal to under-18s.
infirst Ltd t/a Flarin
- Television
- 17 April 2024
A TV ad misleadingly implied that Flarin was better for treating joint pain than other ibuprofen products.

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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