Foreword

The Guidance to Broadcasters on the Regulation of Interactive Television Services should be read alongside the BCAP Television Advertising Standards Code. Together, the Code and the Guidance set out the rules that govern advertisements on any television channel 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.

From 1 November 2004, the Code and the Guidance will be the responsibility of the Broadcast Committee of Advertising Practice (BCAP), under contract from the broadcasting and telecommunications regulator Ofcom.

More information is available on the BCAP section of the Committee of Advertising Practice website, www.cap.org.uk.

Ofcom took over the responsibilities of the former Independent Television Commission (ITC) in December 2003. Under the Communications Act 2003, Ofcom was encouraged towards contracting-out functions to a co-regulatory partnership with effective self-regulation.

After public consultation and parliamentary approval, Ofcom has authorised BCAP to take responsibility for maintaining, reviewing and updating the Code.

Complaints about apparent breaches of the Code will be considered by the Advertising Standards Authority, through its broadcasting arm ASA(B). Complaints to the ASA can be made via www.asa.org.uk.

The Guidance is published unamended from the text issued by the former ITC in February 2001 and has been agreed with Ofcom in 2004.

References to the ITC have been reviewed and changed, where necessary, to BCAP, Ofcom or the ASA.

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