CAP and BCAP are consulting on proposed changes to the UK Advertising Codes relating to advertising for premium-rate telephone services (PRS).
The consultation follows changes to the regulatory framework for PRS. Ofcom now has direct responsibility for regulating and enforcing premium-rate telephone services under The Regulation of Premium Rate Services Order 2024.
CAP and BCAP are proposing updates to the Codes to reflect the new framework and ensure the ASA system continues to work effectively alongside Ofcom’s statutory role. The proposals include removing PRS-specific rules from the BCAP Code, aligning its approach more closely with that of the CAP Code, and updating references throughout both Codes to reflect the current regulatory arrangements.
CAP and BCAP are inviting views on the proposals set out in the consultation document.
The consultation closes at 5pm on 22 July 2026.