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.

+ Read more - Read less

Latest rulings

Dignity Funerals Ltd t/a Simplicity Cremations
- Upheld
- Television
- 22 July 2026
Two TV ads for a funeral provider didn’t make clear that the funeral plans advertised were for non-attended cremations only.
Domino's Pizza UK & Ireland Ltd t/a Domino's
- Upheld
- Social media (paid ad), Television, Video on demand
- 22 July 2026
A TV ad, Video on Demand ad and a YouTube ad for Domino’s broke the rules by featuring an identifiable less healthy food product.
McDonald's Restaurants Ltd t/a McDonald's
- Not Upheld
- Television
- 22 July 2026
A TV ad for McDonalds didn’t break the rules by featuring an identifiable less healthy product.
Pure Cremation Funeral Planning Ltd t/a Pure Cremation
- Upheld
- Television
- 17 June 2026
A TV ad for Pure Cremation misleadingly implied that their standard funeral plan included an attended funeral service and failed to make clear where a plan was limited to a non-attended cremation.

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.

Latest news

Latest rulings

Help getting it right

Popular advice

Relevant codes