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

LC International Ltd t/a Ladbrokes
- Not upheld
- Television
- 03 June 2020
A TV ad for a gambling company did not break the rules on encouraging gambling behaviour that was socially irresponsible or portray gambling as indispensable.
Grapevine Europe Ltd
- Upheld
- Television
- 20 May 2020
A TV ad for a car buying comparison site misled consumers about what personal information was needed to obtain valuations from their website.
Sky UK Ltd
- Upheld
- Television
- 13 May 2020
A TV ad misleadingly implied Sky offered the UK’s lowest-priced superfast broadband.
Clear Score Technology Ltd t/a ClearScore
- Upheld
- Television
- 06 May 2020
A TV ad for a financial technology company did not make clear that pre-approved offers would be subject to additional checks by the lender prior to approval.

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

LC International Ltd t/a Ladbrokes

Grapevine Europe Ltd

Sky UK Ltd

Clear Score Technology Ltd t/a ClearScore

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