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

Licensed Taxi Drivers Association Ltd t/a LTDA
- Upheld
- Radio
- 25 November 2020
A radio ad promoting London black cab services exaggerated the extent to which features of the taxis could reduce the spread of COVID-19.
Rightmove Group Ltd t/a Rightmove
- Not upheld
- Television
- 18 November 2020
A TV ad did not depict gender stereotypes in a way that was likely to cause harm.
Sky UK Ltd
- Not upheld
- Television
- 28 October 2020
A website and TV ad for Sky was not found to be misleading.
Betfair Casino Ltd t/a Betfair Casino
- Not upheld
- 07 October 2020
A TV ad for Betfair did not portray, condone or encourage gambling behaviour that was socially irresponsible.

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

Licensed Taxi Drivers Association Ltd t/a LTDA

Rightmove Group Ltd t/a Rightmove

Sky UK Ltd

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