The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) today launch new UK Advertising Codes, following a comprehensive review and a full public consultation.

CAP and BCAP, the Code-owning bodies, have fulfilled their commitment to ensuring the Codes are fit-for-purpose now and into the future. Consumer protection and social responsibility have been maintained at the heart of the Advertising Codes to ensure that all ads are legal, decent, honest and truthful. Key changes include:

  • The creation of a single Broadcast Code for TV and radio in place of the existing four – making it more user-friendly, clearer and joined-up.
  • An over-arching social responsibility rule for TV and radio that will afford greater protection to consumers.
  • Further commitment to protecting children:
  • A new scheduling rule for TV and radio keeps ads for age-restricted video games away from children’s programming.
  • Strengthened data protection rules for children, prevent marketers collecting data from U12s without parental consent.
  • A new section in the Broadcast Code on environmental claims to provide greater clarity for advertisers and the public.
  • Relaxation of the TV scheduling restriction on condom advertising. They can now appear pre-watershed but must be kept away from the youngest viewers (U10s). Ads must also comply with the strict rules on taste and decency and socially responsible advertising.

This was the first ever concurrent review of all the Advertising Codes in nearly fifty years of their history. The thorough process involved assessing more than 400 pieces of legislation and 30,000 consultation responses. Participants included a wide range of stakeholders such as Government, parents and children’s groups, consumer protection bodies, regulators, charities and religious organisations, as well as the industry. The responses helped shape CAP and BCAP’s views and the final Advertising Codes.

The new Codes will come into force on 1 September 2010, allowing advertisers nearly six months to familiarise themselves with the changes and ensure campaigns comply with the new rules. CAP and BCAP are also providing a comprehensive range of training and advice resources for all those involved in commissioning, producing or publishing ads to help make sure they comply with the rules.

The new Advertising Codes, along with all non-confidential responses to the consultation and CAP and BCAP’s evaluation of significant comments, can be found at New Advertising Codes.

Andrew Brown, Chairman of CAP and BCAP, said: “The new Advertising Codes show self-regulation at its best. Time and again industry has underlined its commitment to socially responsible advertising, ensuring the Codes reflect societal concerns and changes in the media landscape. The Code consultation has been thoroughly inclusive and we are grateful for the outstanding response from all stakeholders. We now look ahead, confident that the new rules are effective in protecting consumers and maintaining their trust in advertising while providing a robust but proportionate framework for industry.”

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