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

Allay Claims Ltd t/a CheckMyPaydayLoan.com
- Upheld
- Radio
- 07 February 2018
A radio ad for a claims management company, CheckMyPaydayLoan.com, broadcast on 20 September 2017. The ad featured a voice-over that stated, "Ever had a time in your life where you've been forced to rely on payday loans and then struggled to make the repayments? You could be entitled to compensation. At Check My P...
General Motors UK Ltd t/a Vauxhall
- Not Upheld
- Television, Radio
- 07 February 2018
A TV and radio ad for Vauxhall:a. The TV ad, seen in September 2017, showed a couple in a car discussing the Wi-Fi password. The voice-over at the ad’s conclusion stated, “We call that one of life’s small victories and here’s another one: we’ll beat your quote from the well-known online car buyer by £1000 on part-excha...
Puig (UK) Ltd t/a Paco Rabanne
- Not Upheld
- Television, VOD
- 07 February 2018
Two TV ads and a Video on Demand (VOD) promoted the men's fragrance, Paco Rabanne XS:a. The first TV ad, which was seen in July and August 2017, depicted a man walking into a bathroom. He was seen to have removed his suit jacket and became topless. Two women were then seen peering towards a light source in a dark room....
Ryanair Ltd
- Not Upheld
- Poster, Television, Radio
- 07 February 2018
A TV ad, a radio ad and a poster for Ryanair:a. The TV ad, seen on 26 September 2017, featured images of people travelling on a Ryanair plane. The voice-over stated, "Discover why more and more people are choosing Europe's number one airline." On-screen text stated "IATA Scheduled passengers carried: 201...

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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Latest rulings

Allay Claims Ltd t/a CheckMyPaydayLoan.com

General Motors UK Ltd t/a Vauxhall

Puig (UK) Ltd t/a Paco Rabanne

Ryanair Ltd

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Popular advice

Guidance on alcohol TV advertising

CAP's Regulatory Statement on Superimposed Text

Guidance on on-screen text and subtitling in television advertisements

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