Executive summary

1.1       Rule 6.9 of the Broadcast Committee of Advertising Practice (BCAP) Television Advertising Standards Code (“the Code”) covers permissible sound levels of television advertisements.  Television channels that are licensed by the Office of Communications (Ofcom) are required, by the terms of their Ofcom licence, to comply with that rule and the entirety of the Code. 

1.2       This consultation document sets out BCAP’s proposed revision of rule 6.9.  Both the existing rule and BCAP’s proposed rule aim to minimise the annoyance that can be caused to audiences by television advertisements either exceeding an upper sound limit or being generally perceived as too loud.  BCAP’s proposed rule is intended to provide clearer technical guidance to broadcasters to help them achieve the rule’s twin objectives and, thereby, offer better protection to audiences from unduly loud advertisements.

1.3       Given the innately technical nature of this consultation, BCAP would particularly welcome responses from television broadcasters and audio and video post-production houses.  Nevertheless, responses from other stakeholders are welcome.  Information on how to respond to this consultation can be found in Annex 1. 

This consultation closes on 3 August 2007.