In addition to our rules, advertisers have an obligation to stick to any relevant legislation that relates to their sector, product or service. Our rules are designed to reflect the law, and some sections of the Advertising Code have explicit references to relevant legislation. However advertisers’ legal obligations are not covered in full and it remains the advertiser’s responsibility to seek out legal advice and make sure they have taken any relevant legislation into account when preparing their ads.
We do not enforce or interpret the law and if we believe it is better to refer a matter, or enquirer, to a law enforcement body, we will do so.
The main rules advertisers should be aware of are: ads should comply with the law and should not incite anyone to break it, and advertisers must not state or imply a product can legally be sold if it cannot.