ASACAP

BCAP Code

This first edition of the Code comes into force on 1 September 2010. It replaces the four previous separate BCAP Codes for broadcast advertising.

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

A code of practice that applies specifically to non-broadcast advertisements – the British Code of Advertising, Sales Promotion and Direct Marketing (the CAP Code) – is the responsibility of our Non-broadcast arm.

Advertisers, agencies and media owners are urged to  sign up to CAP Services to receive news, advice and practical guidance on the new Advertising Codes.

The UK Code of Broadcast Advertising

Online version

• Introduction
• General Sections
• Specific Category Sections
• Scheduling Rules
• Appendices

Hard copies

Read on how to order hard copies of the new UK Advertising Codes.

PDF copies

Download printable pdf versions of each section of the BCAP Code.

Old BCAP Codes

For complaints relating to ads broadcast up to and including 31 August 2010, the ASA will adjudicate using the old BCAP Codes. The old BCAP Codes can be downloaded in a pdf format for your reference.

• OLD TV Advertising Standards Code
• OLD Radio Advertising Standards Code
• OLD Rules on the scheduling of television advertisements
• OLD Code for Text Services