What is the BCAP Code?

BCAP stands for the Broadcast Committee of Advertising Practice in the UK. It is responsible for writing and maintaining the UK Code of Broadcast Advertising—often referred to as the BCAP Code. 

What Does BCAP Do?

• Regulates broadcast advertising: TV, radio, and some on-demand services.

• Ensures ads are legal, decent, honest, and truthful, in line with broader consumer protection laws.

• Protects children and vulnerable audiences from misleading or harmful advertising.

• Works in conjunction with Ofcom (the UK media regulator) and ASA (Advertising Standards Authority), which enforces the rules.

Key Principles of the BCAP Code

1. Misleading Advertising
   Ads must not materially mislead or be likely to mislead. Claims must be substantiated.

2. Harm and Offence
   Ads should not cause harm or serious or widespread offence.

3. Children
   Extra care must be taken in ads that target or feature children.

4. Prohibited Categories
   Some products or services cannot be advertised at all (e.g. unlicensed medical treatments).

5. Restricted Categories
   Others have strict rules (e.g. alcohol, gambling, and food high in fat, salt, or sugar).

6. Political and Controversial Issues
   Political ads are not allowed on TV or radio under UK law.

How It Works in Practice

• Pre-clearance: Some broadcasters require ads to be pre-approved (e.g. by Clearcast for TV).

• Complaints: Members of the public or other bodies can complain to the ASA.

• Enforcement: ASA can ban or demand changes to non-compliant ads, and Ofcom may impose further penalties.