Advertising standards

In the UK, the rules for advertising are written by the advertising industry through two Committees: the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). 

The vast majority of advertisers comply with the ASA’s rulings and they act quickly to amend or withdraw an ad that breaks the Codes. they have a range of sanctions to act against the few who do not and ensure they comply with the rules.  

Broadcasters who continually air ads that break the Codes can be referred to Ofcom, which has the power to fine them or even revoke their license. Such referrals are very rarely necessary as the vast majority of advertisers and media owners respect ASA decisions and agree to comply with the Codes. 

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. 

I have included here some examples of the rules in the advertising standards document, those which i thought were of the most importance or relevant, but there are many more rules, which i will have to check that my advert adheres to in post production.

1.1 Complying with the law 

Advertisements must comply with the law and licensees must make that a 

condition of acceptance 

2.1 Separation of advertisements and programmes 

2.1.1 

There must be a clear distinction between programmes and advertisements 

Note: 

In ambiguous cases, advertisements must be identified as such on screen. 

2.1.2 

Advertisements must not: 

(a) use expressions reserved for important news and public service 

announcements (eg ‘news flash’)  

(b) use a situation, performance or style reminiscent of a programme in a way 

that might confuse viewers as to whether they are watching a programme or 

an advertisement 

(c) refer to themselves in a way that might lead viewers to believe they are 

watching a programme (eg by adopting the title ‘Programme’)  

(d) include extracts from broadcasts of parliamentary proceedings 

(e) feature, visually or orally, anyone who regularly presents news or current 

affairs on television 

3.1 Unacceptable categories 

Advertisements for products or services coming within the recognised 

character of, or specifically concerned with the following are not acceptable: 

(a) breath-testing devices and products that purport to mask the effects of 

alcohol 

(b) betting tips 

(d) all tobacco products. Also non-tobacco products or services which share a 

name, emblem or other feature with a tobacco product where these are 

prohibited by law from advertising in other UK media.  See the Tobacco 

Advertising and Promotion (Brandsharing) Regulations 2004. 

(e) private investigation agencies 

(f) guns and gun clubs 

(g) escort agencies 

(h) pornography 

SECTION 4: POLITICAL AND CONTROVERSIAL ISSUES 

No advertisement: 

(a) may be inserted by or on behalf of any body whose objects are wholly or 

mainly of a political nature 

(b) may be directed towards any political end 

(c) may have any relation to any industrial dispute (with limited exceptions)

5.1 DEFINITION OF MISLEADING ADVERTISING 

Rule 5.1 has been replaced by rule 5.1.1 

5.1.1 

No advertisement may directly or by implication mislead about any material 

fact or characteristic of a product or service 

5.1.2 

No advertisement may mislead by omission about any material fact or 

characteristic of a product or service or advertiser  

5.2.8 Pressure to purchase 

(a) Advertisements must not falsely claim that the advertiser is about to cease 

trading or move premises. They must not falsely state that a product, or the 

terms on which it is offered, will be available only for a very limited time in 

order to deprive  consumers of the time or opportunity to make an informed 

choice  

6.1 Offence 

Advertisements must not cause serious or widespread offence against 

generally accepted moral, social or cultural standards, or offend against public 

feeling 

6.2 Violence and cruelty 

(a) Advertisements must not encourage or condone violence or cruelty  

(b) Gratuitous and realistic portrayals of cruel or irresponsible treatment of 

people or animals are not acceptable 

7.1 MISLEADING ADVERTISING AND CHILDREN 

7.1.1 Children’s inexperience 

Advertising must not take advantage of children’s inexperience or their natural 

credulity and sense of loyalty 

7.1.5 Prices 

Where advertising for a children’s product contains a price, the cost must not 

be minimised by the use of words such as ‘only’ or ‘just’