TV and radio (broadcast only)

Ads appearing on TV and radio are regulated by us and not Ofcom as many people assume. These types of ads must stick to the broadcast advertising rules – also known as the BCAP Code.

This Code applies to all advertisements including teleshopping, content on self-promotional television channels, television text and interactive television advertisements, on radio and television services licensed by Ofcom.

The Code is designed to inform advertisers and broadcasters of the standards expected in the content and scheduling of broadcast advertisements and to protect consumers. Ads on TV and radio must be targeted appropriately, and must not mislead, harm or offend. The Code does not apply to commercial references within a programme.

We advise advertisers, advertising agencies and independent producers to seek pre-transmission guidance on scripted advertisements from Clearcast for TV advertisements, Radiocentre for radio advertisements, or from the broadcaster whose service they intend to use to advertise. We work very closely with these organisations and using their services will reduce the likelihood of an ad breaking our rules.

We do not regulate how often an ad appears on a specific channel or the sound levels of ads.

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Latest rulings

Virgin Media Ltd
- Upheld in part
- Television
- 18 February 2026
A TV ad for Virgin Media didn’t provide sufficient information to enable people to verify comparisons with identifiable competitors. Another issue was investigated but it didn’t break the rules.
Vodafone Ltd
- Upheld
- Poster, Social media (paid ad), Television
- 07 January 2026
Six ads for Vodafone were misleading by making an implied comparative claim without objectively comparing one or more specific verifiable features.
Howserv Ltd t/a Staysure Travel
- Upheld
- 24 December 2025
A TV ad for a travel insurance company misleadingly claimed that there was no age limit to their service.
Vir Health Ltd t/a Numan
- Upheld
- Television
- 17 December 2025
A TV ad for a weight-loss programme implied that a medicine could help users resist food temptation in a way that was inconsistent with what the medicine was approved to do and how it worked.

View all rulings

TV and radio (broadcast only)

Ads appearing on TV and radio are regulated by us and not Ofcom as many people assume. These types of ads must stick to the broadcast advertising rules – also known as the BCAP Code.

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