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

L'Oréal (UK) Ltd
- Upheld in part
- Television, Radio
- 09 October 2019
TV and radio ads for suncream misleadingly claimed to provide 5-star UVA protection.
BP Oil UK Ltd
- Not Upheld
- National press, Television, Radio
- 02 October 2019
TV, press and radio ads for BP Ultimate Fuel did not break the rules around misleadingness, substantiation, exaggeration or comparison.
RB UK Commercial Ltd t/a Dettol
- Upheld
- Television
- 02 October 2019
A TV ad for Dettol Spray Refills was found to make misleading claims around the environmental impact of the refill pouches.
Dyson Ltd
- Upheld
- Television
- 17 July 2019
A TV ad for the Dyson Pure Hot + Cool Fan, seen in April 2019, featured a voice-over that stated, "Pollutants can build up indoors. Gases, allergens and particles. So Dyson's purifying fan heaters use sensors to detect them, capturing them inside sealed HEPA and carbon filters to clean the air. Then project 29...

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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