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

Warner Bros Entertainment UK Ltd
- Not upheld
- Poster, Television
- 05 August 2026
A TV ad and two posters for the film They Will Kill You weren’t irresponsible or offensive and didn’t glamourise violence and knife crime. The ads were suitable for display in an untargeted medium, had suitable scheduling restrictions and hasn’t been inappropriately placed during a UEFA Champions Leag...
Dignity Funerals Ltd t/a Simplicity Cremations
- Upheld
- Television
- 22 July 2026
Two TV ads for a funeral provider didn’t make clear that the funeral plans advertised were for non-attended cremations only.
Domino's Pizza UK & Ireland Ltd t/a Domino's
- Upheld
- Social media (paid ad), Television, Video on demand
- 22 July 2026
A TV ad, Video on Demand ad and a YouTube ad for Domino’s broke the rules by featuring an identifiable less healthy food product.
McDonald's Restaurants Ltd t/a McDonald's
- Not Upheld
- Television
- 22 July 2026
A TV ad for McDonalds didn’t break the rules by featuring an identifiable less healthy product.

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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