Voxly Vision
Does this apply to me?
The BCAP Code applies to:
- All advertising on licensed UK television channels, including on-demand and streaming services that fall under Ofcom's remit
- Radio advertising across commercial stations
- Teleshopping, sponsorship credits and interactive broadcast ads
It is written by the Broadcast Committee of Advertising Practice and enforced by the ASA, with Ofcom holding ultimate statutory backstop powers. Clearcast (TV) and Radiocentre (radio) pre-clear most ads before broadcast, but pre-clearance does not make an ad immune: the ASA can still uphold complaints and order it off air.
Key rules
The principles that drive most broadcast rulings:
- Don't mislead. Claims must be accurate and substantiated, exactly as in non-broadcast.
- Include material information. Ads must not leave out facts the viewer needs — a common failing in low-price or 'plan' advertising.
- Be socially responsible, particularly around alcohol, gambling, food and anything seen by children.
- Scheduling restrictions. Certain products can't be advertised around programmes aimed at or appealing to under-18s.
- Harm and offence. Broadcast reaches a broad, captive audience, so the bar for offence and distress is treated carefully.
Common breaches
What typically gets broadcast ads banned:
- Misleading impressions — an ad that's technically accurate but leaves viewers with the wrong idea, especially on price or what's included.
- Omitting material information — selling a 'plan' or 'package' without making its real nature clear.
- Irresponsible content around alcohol, gambling or body image.
- Scheduling errors — age-restricted ads shown around unsuitable programming.
How Voxly Vision checks an ad against this code
This example report checks a social post. Upload a TV or radio cut and Voxly Vision runs the same review against the BCAP Code, flagging misleading impressions, missing material information and scheduling risks before it goes to Clearcast.
Recent rulings
Simplicity Cremations (Dignity Funerals)
Upheld · 22 Jul 2026
Two TV ads sold a low-cost "funeral plan" without making clear it was a cremation with no service and no one attending. Clearcast had cleared them, but the ASA still banned them.
Rules breached: 3.1 Misleading, 3.2 Material information
Frequently asked questions
Who clears TV and radio ads before they air?
Clearcast pre-clears television ads and Radiocentre clears radio ads. Clearance is not a guarantee against a later ASA ruling.
Can the ASA ban an ad that was already cleared?
Yes. Pre-clearance reduces risk but the ASA can still investigate complaints and order a cleared ad off air.
How is BCAP different from the CAP Code?
BCAP covers broadcast (TV and radio); CAP covers non-broadcast (online, print, social, direct). The underlying principles are closely aligned.
Does BCAP cover streaming and on-demand?
On-demand services under Ofcom's jurisdiction are generally covered, though the fast-moving streaming landscape is an area of ongoing attention.