Foreword
These Guidance Notes should be read with the UK Code of Broadcast Advertising (the BCAP Code), which sets out the rules that govern advertisements on any television channel (or radio station) licensed by Ofcom. The rules are framed to ensure that advertisements are ‘legal, decent, honest and truthful’ and do not mislead or cause harm or serious or widespread offence.
Complaints about apparent breaches of the Code are considered by the Advertising Standards Authority, through its broadcasting arm ASA(B), and references to the ASA in these Guidance Notes should be read as references to the broadcasting arm. Complaints to the ASA can be made via
ASA website.
This is an updated edition of the Guidance Notes, to take account of the new BCAP Code, which comes into effect on 1 September 2010.