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

Agriculture and Horticulture Development Board t/a AHDB
- Not upheld
- Social media (paid ad), Television, VOD
- 18 August 2021
We did not uphold complaints regarding ads encouraging meat consumption.
Lucozade Ribena Suntory Ltd
- Not upheld
- Television
- 18 August 2021
We did not uphold complaints over an ad for Lucozade encouraging people to recycle.
Shop TJC Ltd t/a TJC Ltd
- Upheld
- Television
- 18 August 2021
We banned an ad for a USB car air purifier over implications that it could stop COVID-19.
John Mills Ltd t/a JML Direct
- Upheld
- Television
- 04 August 2021
An ad for a Whole-Body Vibration device was banned for unsubstantiated medical 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.

Latest news

Children’s exposure to TV ads for alcohol and gambling: 2020 update

To include or not to include? - VAT in stated prices

Why we don't regulate political ads

Paws and clause: Avoiding an advertising cat-astrophe when featuring animals

Latest rulings

Agriculture and Horticulture Development Board t/a AHDB

Lucozade Ribena Suntory Ltd

Shop TJC Ltd t/a TJC Ltd

John Mills Ltd t/a JML Direct

Help getting it right

Popular advice

Guidance on alcohol TV advertising

Health: Chiropractic

CAP's Regulatory Statement on Superimposed Text

Relevant codes