10.1 Advertisements for products or services coming within the recognised character of or specifically concerned with these are not acceptable:
10.1.1 breath-testing devices and products that are intended to mask the effects of alcohol
10.1.2 betting systems and products that are intended to facilitate winning games of chance
10.1.3 all tobacco products. Also non-tobacco products or services that share a name, emblem or other feature with a tobacco product (as provided for by rule 10.4), rolling papers and filters
10.1.4 guns (including replica guns), gun clubs and offensive weapons. “Offensive weapons” are items made or adapted to cause injury. References to clay pigeon shoots are permitted only as part of a wider range of outdoor pursuits
10.1.5 prostitution and sexual massage services
10.1.6 obscene material. “Obscene material” is material that offends against the Obscene Publications Act 1959 (as amended)
10.1.7 products for the treatment of alcohol and illegal-substance dependence. Services offering treatment of alcohol and illegal-substance dependence are acceptable if they comply with rule 11.10
10.1.8 pyramid promotional schemes. “Pyramid promotional schemes” are those in which consumers pay or give other consideration for the opportunity to receive compensation that is derived primarily from the introduction of other consumers into the scheme, not the sale or consumption of products
10.1.9 the acquisition or disposal of units in collective investment schemes not authorised or recognised by the FSA, without the prior approval of BCAP.
10.1.10 Television only – Escort agencies
10.2 No advertisement may indirectly promote an unacceptable product or service. For example, advertisements must not refer the audience to a website or a publication if a significant part of that website or publication promotes a prohibited product or service.