Advertising Code

AVM Advertising Framework | Benchmarking (1/2)

AVM advertising in UK is regulated by three Key Codes and two Guidelines

Cinema & Other

AudioVisual / TV Audio / Radio Gaming
Public AVM Services

The UK Code of Placement of Code on the

Broadcast Advertising in VoD Scheduling of
Advertising Services (CAP - Television
(BCAP Code) Guidance) Advertisements The UK Code of Non- Video Games and
Broadcast Advertising Films Advertising
UK (CAP Code) Guidance (CAP)
The UK Code of Non-
Broadcast Advertising
(CAP Code)

Codes

• Regulated by ASA (Advertising • Regulated by Ofcom • Regulated by ASA (Advertising

Standards Authority) • This code only relates to the Standards Authority)
• This is the main advertising scheduling of television • This is the main advertising
code for television and radio advertising, and does not code for non-broadcast
Code on the The UK Code
The UK Code service providers which covers cover areas such as advertising of Non- license holders including
Scheduling of
of Broadcast key areas related to advertising, content or product placement, Cinema, DVD, Posters, Print
Television Broadcast
Advertising except scheduling (which is which is covered by the BCAP Media etc. which covers key
Advertisements Advertising
(BCAP Code) covered by COSTA) code
(COSTA) (CAP Code) areas related to advertising
Guidelines

• This is the guidance document • This is the guidance document

for VoD service providers which cover areas related to
which cover advertising promotion and
Placement of guidelines focuses specifically Video Games advertisement of video
Advertising in on regulated on-demand and Films games and movies on various
VoD Services services Advertising platforms
(CAP) (CAP)
AVM Advertising Framework | Benchmarking (2/2)
Furthermore, we also reviewed multiple regulatory documents across international
regulators to develop a understanding of key content within these documents
Cinema & Other
AudioVisual / TV Audio / Radio Gaming
Public AVM Services

IMDA hasThebuilt an advertising

UK Code of codeoffor Television
Placement and
Code on the Advertising Standard Authority of Singapore (ASAS) has
Radio service providers
Broadcast
Advertising
building on the
Advertising in VoD
Services (CAP -
overarching
Scheduling of
Television
established an overarching code of advertising which
(BCAP Code) The UK Code of Non- Video Games and
code established by ASAS to Guidance)
cover key areas related Advertisements
to applies to all Broadcast
advertisements for any goods, services, and
UK advertising including scheduling, time limits and other facilities appearing
Advertising
in any form, or any media
(CAP Code)
Films Advertising
including
Guidance (CAP) TV,
The UK Code of Non-
product specific
Broadcastrules
Advertising Radio, Cinema, Internet, Print media etc.
(CAP Code)

Television and Radio Additionally, IMDA has established

Advertising and
Sponsorship Code
guidance document on promotional and
Singapore
(IMDA) publicity material which cover key Code of
Singapore Advertising
principles for publicity materials including Practice (ASAS)
Guideline on
Ad Standards of Canada has promotional and advertising poster, circular, catalogue,
established the main
publicity material
(IMDA)
slick or other printed material
advertising code for all media ESRB has established
including television, radio, advertising principles and
Principles and Guidelines
cinema and other AVM service, for Responsible Advertising guidelines applicable to all
The Canadian Practices (ESRB)
which covers key areas related video games rated by ESRB
Canada Code of
to advertising and complaint Advertising
Standards
handling
ACMA, the AVM regulator of Australia has
established the main advertising codes for
television and radio service providers,
Commercial Commercial which cover key areas such as advertising
Australia Television Code
of Practice
Radio Code of
Practice restrictions, time limits, and complaint handling
etc.
AVM Advertising Framework | GCAM Perspective
GCAM has to establish a comprehensive advertising code to cover all AVM sectors as
currently there is no over-arching framework for regulating advertising in KSA
Cinema & Other
AudioVisual / TV Audio / Radio Gaming
Public AVM Services

• Currently there is no overall framework

regulating advertising in KSA

• As such, the advertising code

established by GCAM will serve as the
primary document to regulate
advertising across all AVM sectors
Advertisement including Audiovisual, Audio, Gaming,
KSA Cinema and other AVM services
Code
 Restricted during
Restricted at all time 1.a
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Restricted and Prohibited Advertising

Advertising Restrictions to protect the public

Categories Restrictions /Rules

Ø Tobacco and Smoking:

• Advertisements of all tobacco product and smoking related products including e-cigarette are prohibited
• All non-tobacco products that share a name, emblem or other feature with tobacco products like rolling paper, filters etc. are
Harmful Substances prohibited
Ø Alcohol:
• Advertisements of alcoholic beverages and any other advertisement depicting the consumption of alcohol is prohibited

Ø Gambling and Lotteries:

• Advertisements for gambling and lotteries and other advertisements which portray, condone or encourage gambling is
prohibited
Ø Betting Tipsters:
• Advertisements for betting tipsters services are prohibited
Ø Weapons, ammunition or explosives:
Anti-social and
• Advertisement must not promote the sale or use of weapons, ammunition or explosives. This includes ads for weapon
Dangerous modification accessories
Behaviour
Ø Illegal Products and Services:
• Advertisements of illegal product, services or activities and any other advertisement promoting or encouraging this are
prohibited
 Restricted during
Restriced at all time 1.a
non-watershed

Restricted and Prohibited Advertising

Advertising Restrictions to protect the public

Categories Restrictions /Rules

Ø Medicine:
• All medicines must have a license from “Saudi Food and Drug Authority (SFDA)”, advertisement must not suggest that a
product is special because it has been granted a license from “SFDA”
• Teleshopping or direct selling of prescription only medicines for human and animals are prohibited
• No medicinal products may include recommendation by a person well-known in public
• Advertisement for medicinal product must not include presentations by doctor, dentist, veterinary surgeon, chemists that
Health, Beauty and imply profession advice or recommendation
Wellness Ø Cosmetics:
• Advertisements should not contain any claim or implication that any cosmetic product will promote rejuvenation of the skin or
muscles or delay the formation of wrinkles
Ø Weight Control and Slimming:
• Advertisements must not encourage indiscriminate or excessive use of a weight-control or slimming product or service
• Promises or predictions of specific weight loss are not acceptable for any slimming product.

Ø Food:
• Advertisements must not condone or encourage excessive consumption of any food
• Advertisements for food offered as diet aids should give a quantitative statement of the ingredients
Ø Supplements:
Food and Nutrition
• Advertisements must not encourage individuals to swap a healthy diet for supplementation
• Only nutrition and health claims approved by “SFDA” are permitted in advertising
Ø Infant and follow-on formula:
• Advertisement of infant formula is prohibited and advertisement must not confuse between infant and follow-on formula
 Restricted during
Restricted at all time 1.a
non-watershed

Restricted and Prohibited Advertising

Advertising Restrictions to protect the public

Categories Restrictions /Rules

Adult Products and

Related Services

Ø Financial and Insurance Products and Services:

• Advertisements promoting credit card applications, or financial services with accredited institutions, must clearly provide
sufficient disclosure regarding fees, APR % etc.
Financial Products • Advertisements for financial services must not directly request the input of a person's financial information, including credit
and Services card information

• Advertisements promoting payday loans, pay slip advances, or any short-term loans intended to cover someone's expenses until
their next payday are prohibited
Advertisements of all financial products and services should follow rules and principles captured by Saudi Arabian Monetary Authority (SAMA)

Ø Education:
• Advertisements promoting any educational institute or bodies must be authorized by the relevant ministry
Education and
Employment Ø Employment:
• Advertisements for homeworking schemes should clearly describe the nature of work involved and extent of commitment
including any financial investment; No representation or exaggerated earing figures
 Restricted during
Restricted at all time 1.a
non-watershed

Restricted and Prohibited Advertising

Content restrictions to protect the children

Categories Restrictions /Rules

Health, Beauty and • Ads depicting children consuming medicine, vitamin, food supplement
Wellness • Slimming products, treatments or establishments

Food and Nutrition • Food or drink products that are assessed as high in fat, salt or sugar (HFSS)

Adult Products and

• Advertisements promoting the sell of intimate products (e.g. condom), contraceptives and other family planning products
Related Services

Advertising Standards | General Rules
Rules to ensure that advertisements are clearly distinguishable, do not infringe privacy and to minimize the
risk of causing harm or offence
Recognition of Advertising
Advertisements must be
distinguishable from editorial
content, to prevent the audience
being confused between the two.
This shall be done by optical
(including spatial) means; acoustic
signals may also be used.
Expression or sound effect
associated with news bulletins or
public service announcements if
used in advertisement (e.g. News
flash) must be clearly recognised as
an advertisement
TV programme promotion or trailer
for a programme must not refer
themselves in a way that lead
viewers to believe that they are
watching a program
Privacy
Advertisement or program promotion
must not feature living person or
its caricature without their
permission
Advertisements that feature, allude
or refer to a living person must not
interfere with that person's private
or family life
Impersonations, sound-alikes,
parodies or similar take-offs of
celebrities are permissible only if it is
instantly recognizable and if it could
be reasonably expected that the
person concerned has no reason to
object
1.b.i
Harm and Offence
Advertisements must not include
material that is likely to condone or
encourage behaviour that
prejudices health or safety
Advertisements must not include
visual effects or techniques that are
likely to affect adversely members of
the audience with photosensitive
epilepsy
Advertisements must not be
excessively noisy or strident
Advertisements must not condone or
encourage harmful discriminatory
behaviour or treatment
Animals must not be harmed or
distressed as a result of the
production of an advertisement