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

Marks and Spencer plc
- Not upheld
- Television
- 08 January 2020
A TV ad was recognisable as an ad and did not break the rules.
Missguided Ltd
- Not upheld
- Television
- 08 January 2020
A TV ad for a clothing company did not encourage irresponsible drinking.
PC Specialist
- Upheld
- Television
- 08 January 2020
A TV ad for bespoke computers was banned for presenting harmful gender stereotypes.
Elevate Credit International Ltd t/a Sunny
- Not upheld
- Television
- 18 December 2019
A TV ad for a loans provider did not break the rules around financial products and services.

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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