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