Foreword

The BCAP Television Advertising Standards Code sets out the rules that govern advertisements on any television channel licensed by Ofcom.  The rules are framed to ensure that advertisements are ‘legal, decent, honest and truthful’ and do not mislead or cause harm or serious or widespread offence.

Since 1 November 2004, the Code has been the responsibility of the Broadcast Committee of Advertising Practice (BCAP), under contract from the broadcasting and telecommunications regulator Ofcom.

More information about BCAP is available on the BCAP section of the Committee of Advertising Practice website, www.cap.org.uk.

Ofcom took over the responsibilities of the former Independent Television Commission (ITC) in December 2003.  Under the Communications Act 2003, Ofcom was encouraged towards contracting-out functions and to a co-regulatory partnership with effective self-regulation.

After public consultation and parliamentary approval, Ofcom authorised BCAP to take responsibility for maintaining, reviewing and updating the Code.

Complaints about apparent breaches of the Code are considered by the Advertising Standards Authority, through its broadcasting arm ASA(B) and references to the ASA in this Code should be read as references to the broadcasting arm.  Complaints to the ASA can be made via www.asa.org.uk.

The Code is an updated edition of the 2002 ITC Advertising Standards Code.  The changes reflect only the new co-regulatory partnership between Ofcom, ASA and BCAP.  References in the previous Code to the ITC have been reviewed and changed, where necessary, to BCAP, Ofcom or the ASA.  References to legislation have also been brought up to date.   Amendments have been made to the rules on alcohol advertising.  Otherwise, this is the same Code as the former ITC Code.

Advertisers and broadcasters should also be aware of BCAP’s other Advertising Standards Codes:

Code for Text Services

Advertising Guidance Notes

1 - On-Screen Text and Subtitling in Television Advertisements

2 - Betting Tipster Advertising

3 - ASA Complaints procedure

5 - Audience Indexing: indentification of programmes likely to appeal to young people and children

6 - Guidance notes for the TV alcohol advertising rules

Radio Advertising Standards Code

Rules on the Scheduling of Television Advertisements

Guidance to Broadcasters on the Regulation of Interactive Television  Services