Contents
Foreword
Introduction
a) Application of the code
b) Broadcasters’ responsibility
c) Explanatory notes
d) Interpretation of the code
e) Advertising complaints reports
f) Suspension of advertising
g) Definition of ‘advertising’
h) Young viewers
i) Wider application of specific rules
j) Statutory framework and amendments to the code
SECTION 1: COMPLIANCE
1.1 The Law
1.2 The Spirit of the Law
SECTION 2: PROGRAMMES AND ADVERTISING
2.1 Separation of advertisements
2.2 Editorial independence
NOTE: Permissions and copyright
SECTION 3: UNACCEPTABLE PRODUCTS AND SERVICES
3.1 Unacceptable categories
a) Breath testing devices etc
b) Betting tips
c)
d) Tobacco Products and brand names
e) Private investigation agencies
f) Guns and gun clubs
g) Escort agencies
h) Pornography
i) The occult
j) Commercial advice services
NOTE: Other unacceptable categories
3.2 Indirect promotion of unacceptable categories
SECTION 4: POLITICAL AND CONTROVERSIAL ISSUES
SECTION 5: MISLEADING ADVERTISING
5.1 Definition of misleading advertising
5.2 Claims
5.2.1 Evidence to support claims
5.2.2 Implications
5.2.3 Qualifications
5.2.4 Use of the word ‘free’
5.2.5 Guarantees
5.2.6 Environmental claims
5.2.7 Animal testing
5.3 Price claims
5.3.1 Accurate pricing
5.3.2 Pricing requirements
a) Tax-inclusive pricing
b) Instalment pricing
c) Delivery charges
5.4 Creative treatments
5.4.1 Visual techniques and special effects
5.4.2 Superimposed text
5.4.3 Denigration
5.4.4 Testimonials
5.4.5 Subliminal advertising
5.4.6 Comparative advertising
5.4.7 Identification of the advertiser
SECTION 6: HARM AND OFFENCE
6.1 Offence
6.2 Violence and cruelty
6.3 Use of animals
6.4 Personal distress
6.5 Protection of privacy and exploitation of the individual
6.6 Stereotypes
6.7 Health and safety
6.8 The environment
6.9 Sound levels
SECTION 7: CHILDREN
7.1 Misleading advertising
7.1.1 Children’s inexperience
7.1.2 Unrealistic expectations
7.1.3 Product characteristics
7.1.4 Expensive toys
7.1.5 Prices
7.2 Food and Soft Drink Advertising and Children
7.2.1 Diet and lifestyle
7.2.2 Pressure to purchase
7.2.3 Promotional offers
7.2.4 Use of characters and celebrities
7.3 Pressure to purchase
7.3.1 Direct exhortation
7.3.2 Unfair pressure
7.3.3 Children as presenters
7.3.4 Direct response advertising
7.4 Harm and distress
7.4.1 Mental harm
7.4.2 Physical harm
7.4.3 Bullying
7.4.4 Vulnerability
7.4.5 Sexuality
7.4.6 Distress
7.4.7 Use of scheduling restrictions
Section 8: Medicines, treatments, health claims and nutrition
8.1 General
8.1.1 Assessment of claims
8.1.2 Impressions of professional advice
8.1.3 Advice given remotely
8.1.4 Encouragement of excess
8.1.5 Tonic
8.2 Medicinal products and treatments
8.2.1 Unacceptable products and services
a) Prescription only medicines (POM)
b) Alcohol and substance misuse
c) Hypnosis, hypnotherapy, psychiatry, psychology, psychoanalysis and psychotherapy
d) Treatment offered remotely
8.2.2 Homeopathic medicine
8.2.3 Marketing authorisations
8.2.4 Mandatory information
8.2.5 Unacceptable references
8.2.6 Conditions requiring medical attention
8.2.7 Self diagnosis
8.2.8 Guarantee of efficacy
8.2.9 Cure
8.2.10 Claims of recovery
8.2.11 Appeals to fear and exploitation of credulity
8.2.12 Side effects
8.2.13 Comparisons
8.2.14 ‘Natural’ products
8.2.15 Medicines and children
8.2.16 Unacceptable images
8.2.17 Celebrity testimonials and presentations
8.2.18 Analgesics
8.2.19 Smoking deterrents
8.3 Food and dietary supplements
8.3.1 Accuracy in food advertising
8.3.2 Excessive consumption
8.3.3 Comparisons and good dietary practice
8.3.4 Oral health
8.3.5 Dietary supplements
8.4 Slimming
8.4 1 People under 18
8.4.2 Requirement for medical advice
8.4.3 Predictions of weight loss
8.4.4 Low-calorie foods
8.4.5 Obesity
8.4.6 Underweight
SECTION 9: FINANCE AND INVESTMENT
9.1 Non-UK advertising
9.2 Legal responsibility
9.3 Misleading advertising
9.4 Direct remittance
9.5 Unacceptable categories
9.6 Financial promotions
9.7 Savings and deposits
9.8 Lending and credit
9.9 Financial publications
SECTION 10: RELIGION, FAITH AND SYSTEMS OF BELIEF
10.1 Application of rules
10.2 Unacceptable advertisers
10.3 The occult, psychic practices and exorcism
10.4 Superstition
10.5 Acceptable categories
10.6 Fund raising
10.7 Religious charities
10.8 References to beliefs
10.9 Services and ceremonies
10.10 Benefit claims
10.11 Counselling
10.12 Denigration
10.13 Vulnerable viewers
10.14 Use of fear
10.15 Children and young people
10.16 Identification
10.17 Specialised religious channels
SECTION 11: OTHER CATEGORIES
11.1 Premium rate telephone services
11.2 Distance selling
11.3 Charities
11.4 Homeworking schemes
11.5 Instructional courses
11.6 Lotteries, pools and bingo
11.7 Introduction and dating services
11.8 Alcoholic drinks
11.8.1 Rules for all advertising
11.8.2 Additional rules for advertising alcoholic drinks
11.8.3 Low alcohol drinks
11.9 Driving standards
11.9.1 Rules for all advertising
11.9.2 Additional rules for automotive advertising
APPENDIX 1: STATUTORY FRAMEWORK FOR THE REGULATION OF BROADCAST ADVERTISING
APPENDIX 2: LEGISLATION AFFECTING BROADCAST ADVERTISING
APPENDIX 3: EXTRACTS FROM THE TELEVISION WITHOUT FRONTIERS DIRECTIVE