The BCAP Television Advertising Standards Code sets 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.
Section 4 of the former ITC Rules on the Amount and Scheduling of Television Advertisements is published here as the BCAP Rules on the Scheduling of Advertising. They deal with the specifics of the separation of advertisements and programmes.
From 1 November 2004, the Code and this section of the rules have been 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 CAP website via
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 where appropriate.
After public consultation and parliamentary approval, Ofcom authorised BCAP to take responsibility for maintaining, reviewing and updating the Code.
Complaints about apparent breaches of the Code or the rules 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 rules published here are extracted from the original ITC rules. The changes reflect only the new co-regulatory partnership between Ofcom, the ASA and BCAP. The original section numbering has been retained. References in the previous code to the ITC have been reviewed and changed, where necessary, to BCAP, Ofcom or the ASA.
The full rules on the Amount and Distribution of Advertising, to which the BCAP Rules refer, may be consulted on the Ofcom website.