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

Procter & Gamble UK t/a Always
- Upheld
- Television
- 29 November 2023
A TV ad for Always Discreet incontinence pads did not compare the product to the most appropriate version from the leading brand, and contained on-screen text whose placement misleading implied that 95% of women surveyed preferred the Always Discreet pad to the maxi pad from the leading brand.
HMK V AG t/a Windsor Mint
- Upheld
- Television
- 18 October 2023
A TV ad for Windsor Mint misleadingly implied that a commemorative coin took the form a normal 40mm coin, when this was not the case.
Nissan Motor (GB) Ltd t/a Nissan Motor (GB) Ltd
- Upheld
- Television
- 18 October 2023
Two TV ads for a hybrid car didn’t not make sufficiently clear the extent to which it required petrol as a power source.
Shop TJC Ltd t/a TJC, The Jewellery Channel Ltd
- Upheld
- Television
- 18 October 2023
A teleshopping presentation for a light machine made medical claims for a device that had not been registered for those claims.

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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