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

Shop Direct Home Shopping Ltd t/a Very, very.co.uk, Littlewoods, littlewoods.com
- Upheld
- Radio
- 11 May 2022
This ruling replaces one from November 2021; however, we have continued to uphold the complaint.
LC International Ltd t/a Coral
- Upheld
- Television
- 03 August 2022
A TV ad for Corals advertised gambling irresponsibly.
The Trade Centre Group plc t/a The Trade Centre UK, The Trade Centre Wales
- Upheld
- Radio
- 27 July 2022
A radio ad misleadingly claimed hundreds of cars were available to purchase for £20 a week.
Heineken UK Ltd
- Not upheld
- Television, Social media (own site)
- 20 July 2022
A tweet and a television ad for an alcoholic beverage did not irresponsibly promote alcohol or contain content that would strongly appeal to under-18s.

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

Shop Direct Home Shopping Ltd t/a Very, very.co.uk, Littlewoods, littlewoods.com

LC International Ltd t/a Coral

The Trade Centre Group plc t/a The Trade Centre UK, The Trade Centre Wales

Heineken UK Ltd

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Relevant codes

32 Scheduling