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

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.
Select Specs Ltd
- Upheld
- Television, Social media (own site)
- 12 November 2025
A TV and YouTube ad for a glasses retailer made misleading and unverifiable price comparisons with competitor products. The ads also made misleading pricing claims, including by failing to make minimum order requirements and non-optional delivery charges sufficiently clear.
On The Beach Ltd
- Upheld
- Website (own site), Television
- 05 November 2025
A TV ad and two website pages for On the Beach misleadingly implied that all consumers with eligible bookings would receive free airport lounge access.
Assured Food Standards t/a Red Tractor
- Upheld
- Television
- 15 October 2025
A TV ad for Assured Food Standard’s Red Tractor Scheme failed to make clear exactly which standards it was referring to, or the degree to which those standards were being met when using the claim “farmed with care” in conjunction with “all our standards are met.”

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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