Separation from particular editorial material

            (a) BCAP expects licensees to exercise responsible judgement in the placing of advertising and in particular to consider the sensitivities of viewers likely to be exposed or attracted to particular editorial features. Advertisements which are unsuitable for children (eg because they might cause distress or because they refer explicitly to sexual matters) must be subject to appropriate restrictions on times of transmission designed to minimise the risk that children in the relevant age group will see them.

            (b) Rule 7.3.7 of the BCAP Television Advertising Standards Code does not apply. Advertisements for the following must not appear on or adjacent to editorial pages of particular interest to children or adjacent to other advertising of particular interest to them:

                        (i) Alcoholic drinks (including low alcohol); liqueur chocolates.

                        (ii) Matches.

                        (iii) Medicines, treatments, vitamins or other dietary supplements.

                        (iv) Films or videos carrying a -15 or -18 certificate.

                        (v) Condoms.

                        (vi) Matrimonial and Introduction Agencies.

                        (vii) Betting tips, betting and gaming (including pools and bingo), and lotteries.

                        (viii) Religious bodies subject to Section 10 of the Television Advertising Standards Code. (Note, however, the exception in rule 10.15(b).)

                        (ix) Sanitary protection products.

                        (x) Premium rate telephone services which cost more than the normal national premium rates. (ie ‘higher rate’ premium services.)