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.

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Latest rulings

Neilson Financial Services Ltd t/a British Seniors
- Not upheld
- 28 May 2025
A TV ad didn't show an infant in an unsafe sleep position.
UAB Convenity t/a Huusk
- Upheld
- 28 May 2025
A TV ad for Huusk Knives was irresponsibly scheduled.
Royal Society for the Prevention of Cruelty to Animals t/a RSPCA
- Not upheld
- Poster, Television, Internet (video)
- 07 May 2025
A YouTube video, TV ad and poster didn't misleadingly represent the welfare standards afforded to animals farmed under the RSPCA Assured scheme.
Vodafone Ltd
- Upheld in part
- Website (own site)
- 16 April 2025
Claims on Vodafone’s website which contained references to reliability and coverage failed to objectively compare one or more material, relevant, verifiable and representative features.

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.

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