The Codes
The Codes lay down rules for advertisers and media owners to follow. They include general rules that state advertising must be responsible, must not mislead, or offend, and specific rules that cover advertising to children and ads for alcohol, gambling, motoring, health and financial products.
This section explains the key principles behind both the CAP's (Non-broadcast) British Code of Advertising, Sales Promotion and Direct Marketing (the Code), and the BCAP's TV and Radio Codes.
This eleventh edition of the British Code of Advertising, Sales Promotion and Direct Marketing came into force on 4 March 2003. It replaces all other editions.This Code relates to non-broadcast ads only.
Two sets of rules apply to broadcast advertisements – a set for TV and another for radio. Visit this section for copies of both Codes. The TV and Radio Codes relate to broadcast ads only.
Following a comprehensive root and branch review and a full public consultation, the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) today publish the new UK Advertising Codes which will come into effect on 1 September 2010.
On 26 March 2009, CAP and BCAP published their consultation on the Codes that regulate non-broadcast and broadcast advertisements. Visit this section for background details and update on the Code Review consultation.