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

Vauxhall Motors Ltd
- Upheld
- Television
- 07 April 2021
A TV ad for the Vauxhall Corsa was not found to be misleading.
Bio-Medical Research Ltd t/a Slendertone
- Upheld
- 10 March 2021
A TV ad for a toning belt was banned for misleadingly implying that the product was able to affect the size of the waist by visibly firming and toning the abdominal muscles.
Camden Town Brewery Ltd
- Upheld in part
- 10 March 2021
A TV ad for a brewery was banned for presenting a giveaway of free items in an unclear way that confused it with a prize draw. The same ad was not likely to appeal strongly to children.
DSG Retail Ltd t/a Currys PC World
- Upheld
- 10 March 2021
A TV ad for Currys PC World was banned for irresponsibly encouraging excessive spending through the use of credit, particularly in relation to purchasing higher value Christmas gifts with a ‘pay later’ payment method.

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

Vauxhall Motors Ltd

Bio-Medical Research Ltd t/a Slendertone

Camden Town Brewery Ltd

DSG Retail Ltd t/a Currys PC World

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