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

Green Flag Ltd
- Not upheld
- Television
- 24 November 2021
A TV ad for Green Flag breakdown cover was not found to be offensive for alluding to the use of expletives.
Motorway Online Ltd t/a Motorway.co.uk
- Upheld
- Television, VOD
- 17 November 2021
A TV ad and a video on demand (VOD) ad for a used car selling service was banned for condoning irresponsible driving.
Verisure Services (UK) Ltd
- Upheld
- Television
- 10 November 2021
A TV ad for house security alarms and cameras was banned for stating that burglaries increased during the summer holiday period without adequate evidence to support the claim.
British Gas Services Ltd t/a British Gas
- Upheld
- Television
- 20 October 2021
Two TV ads, a website and tweet by British Gas for their HomeCare Cover service were banned for misleadingly implying that emergency call outs were available to all customers at short notice.

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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Green Flag Ltd

Motorway Online Ltd t/a Motorway.co.uk

Verisure Services (UK) Ltd

British Gas Services Ltd t/a British Gas

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