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

Shop Direct Home Shopping Ltd t/a Very, very.co.uk, Littlewoods, littlewoods.com
- Upheld
- Radio
- 11 May 2022
This ruling replaces one from November 2021; however, we have continued to uphold the complaint.
Hydrow Ltd
- Upheld in part
- Television
- 18 May 2022
A TV ad for a rowing machine that depicted road crossing in an irresponsible manner should have been scheduled away from programmes made for, or specifically targeted at, children.
Barton Park Estates Ltd t/a Devon Oaks Park; Seascapes
- Upheld
- Television
- 04 May 2022
An ad for luxury park homes was banned for being misleading.
Jaguar Land Rover Ltd
- Upheld
- Television
- 04 May 2022
We banned ads for suggesting a parking sensor could alert drivers to a cliff edge.

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

Rebalancing toward proactive ad regulation for the digital era

Come on Down! Making Sure the Price is Right with your Price Comparison Advertising

Happy 30th birthday to EASA

Measuring exposure: a research perspective

Latest rulings

Shop Direct Home Shopping Ltd t/a Very, very.co.uk, Littlewoods, littlewoods.com

Hydrow Ltd

Barton Park Estates Ltd t/a Devon Oaks Park; Seascapes

Jaguar Land Rover Ltd

Help getting it right

Popular advice

Guidance on alcohol TV advertising

Health: Chiropractic

superimposed text

Relevant codes