Section

1.Compliance

2. Recognition of Advertising

3. Misleading Advertising

4. Harm and Offense

5. Children

6. Privacy

7. Political and Controversial Matters

8. Distance Selling

9. Environmental Claims

10. Prohibited Categories

Advertisements should not mislead or
cause serious or widespread offence or
harm, especially to children or the
vulnerable. Broadcasters are responsible
for ensuring that the advertisements they
transmit comply with both the spirit and
the letter of the Code.
Separation rules and content rules to
ensure that ads are not mistaken for
editorial.
A key and extensive section of the Code,
containing rules such as substantiation
(evidence to prove claims); pricing; the
use of the word ‘free’; availability of
products, comparisons, testimonials and
more.
Rules to ensure that ads do not cause
harm or serious or widespread offence.
Includes rules relating to loudness of TV
ads; shock tactics, unsafe practices and
photosensitive epilepsy
Rules that must be followed if directing ads
at children or featuring them. Includes
rules about unsafe practices and unfair
pressure; pester power and sales
promotions for children.
Rules about permissions for depicting – or
referring to - living persons in ads,
including members of the public and those
with a public profile.
Ban on political advertising, including
definitions on what is considered political.
Rules governing marketing
communications that allow readers to
place orders without face-to-face contact
with the seller. Covers cancellation and
refunds.
Rules about making ‘green’ claims for
products or services. Rules cover evidence,
the clarity of claims and ‘life cycle’ of
products.
Lists products and services that are not
permitted to be advertised on TV or radio
at all

11. Medicines, medical devices,
treatments and health

12. Weight control and slimming

13. Food, food supplements and
associated health or nutrition claims

14. Financial products, services and
investments
15. Faith, religion and equivalent
systems of belief

Use of health professionals; rules on
evidence (very high level needed for
medicinal claims); suitable qualifications
for those claiming to treat or offer advice;
medicines rules; herbal and homeopathic
product rules.
Rules for ads for weight control, slimming
foodstuffs and aids, including exercise;
diets, clinics and medicines.
Rules relating to health and nutrition
claims in foodstuffs; claims for vitamins
and minerals; infant and follow on formula
and food and soft drink advertising to
children.
Rules for all financial advertisements,
includes provisions on interest rates and,
lending and credit.
Rules for advertising by, or on behalf of
bodies that are wholly or mainly concerned
with religion, faith and other belief
systems. The rules also apply to ads by
anybody for related products and services.

16.
Charities

Includes rules around donation,
including refunds.

17. Gambling

Social responsibility rules for gambling
and spread betting. The rules cover
content and targeting and are
designed to protect under 18s and the
vulnerable.
Social responsibility rules that apply to
lotteries (including The National
Lottery; Gambling Commission licensed
lotteries and locally registered
lotteries)
Social responsibility rules for alcoholic
drinks. The rules are designed to
protect under 18s and the wider
population.
Social responsibility rules for motor
vehicles, covering safety, speed and
irresponsible or anti-social driving
behaviours.
Special rules to prevent betting tipsters
from misleading the audience.

18. Lotteries

19. Alcohol

20. Motoring

21. Betting
tipsters
22. Premium-rate telephone services

23. Telecommunications-based sexual
entertainment services

Rules covering pricing and content of ads
that promote premium-rate telephone
services.
Rules restricting where and when such
advertisements can appear.

24. Homeworking schemes

25. Instructional courses

26. Services offering individual advice
on consumer or personal problems
27. Introduction and dating services

Rules restricting the nature of
advertisements for homeworking schemes
and to ensure they do not mislead.
Rules restricting those who can advertise
such courses and ensuring they don’t
mislead.
Requirements for suitable credentials for
advertising.
Rules to prevent advertisements from
causing harm, including to under 18s.

28. Competitions

Rule about fair and clear administration
of competitions.

29. Private investigation agencies

Requirements for suitable credentials for
advertising.

30.
Pornograph
y

Rules restricting the advertisement of
R18-rated material

31. Other categories of radio
advertisements that require central
copy clearance

Ads for adult products and services that
require central copy clearance, including
adult shops, stripograms 18+ media.

32. Scheduling

Scheduling rules, including those
related to children; age-restricted
products. Separation / placement rules
incl. political and those related to text
and interactive advertisements.
Rules that apply to the marketing
communications for electronic
cigarettes and related products.

33. Electronic
cigarettes

https://www.cap.org.uk/Advertising-Codes/Broadcast.aspx