In this consultation, BCAP addressed growing concerns about subjective loudness of TV advertisements.  BCAP considered how to minimise the annoyance caused to audiences by the actual or perceived volume of TV advertisements. 

BCAP consulted on an amended rule to provide clearer technical guidance to broadcasters and protect audiences from unduly loud advertisements.  This consultation considered how to balance audiences’ perception of ‘loudness’ with broadcasters’ technical capabilities.  Given the technical nature of the consultation, BCAP particularly requested responses from broadcasters and post-production houses.

Following the consultation, BCAP published an amended rule on sound levels.  This rule came into force on 7 July 2008 after a grace period of two months.

Supporting documents:

BCAP sound levels in advertising consultation responses.pdf   BCAP sound levels in advertising consultation revised rule annex a.pdf   BCAP sound levels in advertising consultation responses annex b.pdf



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