Contents
About the Code and how to use it
Status of the Code
Licensee Compliance
Additional guidance
Section One –
Advertisements
1 Advertisements
2. Product Placement and Undue Prominence
3 Sponsorship
4 Compliance and Advance Clearance of Advertisements
4.1 Compliance
4.2 General Clearance
4.3 Scheduling
4.4 Repeat campaigns
4.5 Station Copy Clearance
4.6 Central Copy Clearance
4.7 The Special Categories are:
4.8 Requirements for Central Clearance
4.9 Requirements for Scripts
5 Sanctions and Upheld Complaints
Section Two – General Rules
1 Transparency and Clear Separation of Advertising
2 Unreasonable Discrimination
3 Misleadingness
4 Superlative Claims
5 Environmental Claims
6 Fair Comparisons
7 Denigration
8 Scheduling
9 Good Taste, Decency and Offence To Public Feeling
10 Harm
11 Children and Younger Listeners
11.1 Misleadingness
11.2 Prices
11.3 Immaturity and Credulity
11.4 Inferiority
11.5 Direct Exhortation
11.6 Appeals to Loyalty
11.7 Distance Selling to Children
11.8 Competitions
11.9 Free Gifts
11.10 Health and Hygiene
11.11 Child Voiceovers and Presentation
11.12 Testimonials
12 Sexual Discrimination
13 Racial Discrimination
14 Protection of Privacy and Exploitation of the Individual
15 Political, Industrial and Public Controversy
16 Superstition and Appeals to Fear
17 Price Claims
18 Testimonials
19 Guarantees
20 Use of the word ‘Free’
21 Direct Marketing / Distance Selling
22 Premium Rate Telephone Services
23 Competitions, Lotteries, Betting and Gaming
24 Presenters In Advertising
25 Sound Effects
26 Competitions and the National Lottery
Section Three – Rules for Specific Categories
1 Financial Products and Services
1.1 Legal Responsibility
1.2 Misleadingness
1.3 Financial Promotions in Advertising
1.4 Approval of Financial Promotions in Advertising
1.5 Interest on Savings
1.6 Insurance Premiums and Cover
1.8 Lending and Credit Advertisements
1.9 Tax Benefits
1.10 Direct Remittance
1.11 Debt Management Services
1.12 Financial Publications
2 Charity advertising
2.1 Qualifications
2.2 Non-UK bodies
2.3 Assurances
2.4 References to Charities in Advertisements by Commercial Advertisers
2.5 Tone and Style of Advertisements
3 Religion, Faith and Related Systems of Belief
3.1 Refusal to Broadcast Religious Advertising
3.2 Unacceptable Advertisers
3.3 Identification and Transparency
3.4 Denigration and the Use of Fear
3.5 Harm and Exploitation
3.6 Doctrinal References and Exhortations
3.7 Benefit Claims, Faith Healing, Miracles and Counselling
3.8 Children and Young People
3.9 Appeals for Donations
3.10 Sacred or Religious Music
3.11 Acts of Worship
3.12 Divination and the Supernatural
4 Medicines, Treatments and Health
4.1 Legal Responsibility
4.2 Advertisers, Treatments, Products, Services and Claims
4.3 EC Council Directive 92/28/EEC
4.4 Prescription-Only Medicines (POMs)
4.5 Products Without a Marketing Authorisation
4.6 Mandatory Information
4.7 Unacceptable References
4.8 Medicines and Children
4.9 Conditions Requiring Medical Advice
4.10 Services or Clinics Offering Advice and/or Treatments in Medical or Personal Welfare or other Health Matters
4.11 Advice by Correspondence
4.12 Unacceptable Impressions of Professional Support and Advice
4.13 Homeopathic Medicinal Products
4.14 Celebrities
4.15 Cure
4.16 Tonic
4.17 Unacceptable Descriptions
4.18 Self-Diagnosis
4.19 Guarantee of Efficacy
4.20 Side Effects
4.21 ‘Natural’ Products
4.22 Claims of Recovery
4.23 Appeals to Fear or Exploitation of Credulity
4.24 Encouragement of Excess
4.25 Exaggeration
4.26 Comparisons
4.27 Analgesics
4.28 Sales Promotions
4.29 Jingles
5 Sanitary Protection Products
6 Family Planning Services
7 Pregnancy-Testing Kits and Services
8 Contraceptives
9 Anti-AIDS and Anti-Drugs Messages
10 Tobacco Products
11 Alcoholic Drinks
11.1 Scheduling of Advertisements for Alcohol
11.2 Protection of Younger Listeners
11.3 Unacceptable Treatments
11.4 Safety
11.5 Sales Promotions
11.6 Cut-price Offers
11.7 Low Alcohol Drinks
12 Food and Beverages
12.1 Generalised Health Claims for Food
12.2 Dietary Supplements
13 Slimming Products, Treatments and Establishments
14 Dating, Escort, Introduction or Marriage Agencies/Services
15 Sex Shops, Stripograms etc
16 Prostitution, Sexual Services and Obscene and Restricted Material: Unacceptable Categories
17 Firearms and Weaponry: Unacceptable Categories
18 Motor Vehicles
19 Advertising by Solicitors
20 Services offering Advice on Consumer Problems
Appendix 1 – Statutory Framework for the Regulation of Broadcast Advertising
Appendix 2 – Legislation Affecting Broadcast Advertising
Appendix 3 – Prohibited Categories