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

British Gas Services Ltd t/a British Gas
- Not upheld
- Radio
- 12 August 2020
Three radio ads for British Gas’ HomeCare service did not make misleading price claims.
Sky UK Ltd
- Upheld
- Internet (on own site), Television
- 12 August 2020
A TV and website ad for Sky were banned for not making the full cost of a discount package sufficiently clear.
BOXT Ltd
- Upheld in part
- Television, Social media (own site)
- 15 July 2020
A YouTube and TV ad for a BOXT boiler was banned for making misleading price comparison claims.
Shell UK Ltd
- Upheld
- Radio
- 08 July 2020
A radio ad for Shell’s loyalty scheme was banned for being misleading.

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

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Latest rulings

British Gas Services Ltd t/a British Gas

Sky UK Ltd

BOXT Ltd

Shell UK Ltd

Help getting it right

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Health: Chiropractic

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