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

John Mills Ltd t/a JML Direct
- Television
- 09 June 2021
A TV ad for a Hurricane Spin Scrubber was banned for suggesting that cleaning the home was a responsibility uniquely associated with women.
Kentucky Fried Chicken (Great Britain) Ltd t/a KFC
- Television
- 09 June 2021
A TV ad for KFC did not perpetuate negative ethnic stereotypes and was unlikely to cause serious or widespread offence.
Nike (UK) Ltd
- Television, VOD
- 02 June 2021
A TV ad, two VOD ads on All4 and ITV Hub, and a YouTube video for Nike which showed pregnant woman participating in sports were not found to be irresponsible and did not break the BCAP Code.
Money Advisor Ltd t/a Money Advisor
- Upheld in part
- Television, Internet (website content)
- 05 May 2021
A TV and website ad for a debt advice service were banned for misleadingly implying that they were qualified to provide debt counselling or management services, or that they could help consumers write-off debt.

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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