Televised adverts made up half of all advertising complaints in 2021. That’s quite a figure, evidence of TV’s power to entertain, persuade and, well, offend.

In the UK our broadcast viewing is regulated by strict codes. Fail to adhere to them, and your ad may never see airtime at all. This harms your marketing budget; those 30 seconds cost too much to throw away.

But why are TV ad regulations important? Who regulates them? And how do you play by the rules?

Why Is TV Ad Regulation Important?

TV ad regulation is essential to protect viewers from harmful advertising. The nature of video gives it a high degree of psychological influence, and harmful products can become appealing in the eyes of the viewer.

Gambling, alcohol, e-cigarettes and high-interest payday loans are a few harmful products sold by TV advertising. By adhering to a code of ethical practice, advertisers can lessen the negative effect of such products and boost their chances of reaching the right audience.

Who Regulates TV Adverts?

Ofcom is the main regulatory body for communications in the UK. The Communications Act of 2003 built on the statute of responsibility held by Ofcom, leading the regulator to create and enter a partnership with the Advertising Standards Authority (ASA).

Together with the Broadcast Committee of Advertising (BCAP) they write, maintain and enforce advertising codes of practice for TV. Ofcom holds the most power of the trio, and BCAP writes the rules, but it is ASA which monitors ads and assesses public opinion.

Broadcast advertising is self-regulated, meaning most of the funding for regulation comes from the advertising industry itself. This stresses the importance of ad regulation; the advertisers themselves know the industry needs to stick to rules.

In 2020, the ASA resolved 36,342 ad complaints. Most TV ads must be pre-cleared before airing to ensure they stick to the UK Code of Broadcast Advertising. Some ads slip through the net, but once they are reported, action against them is swift.

What Are the Rules of TV Advertising?

The broadcast advertising code prohibits misleading advertising. This means claims must be proven or backed up by studies but also stretches to the use of the word free, limited stock claims and false testimonials.

Ads must avoid causing harm or offence to the general public. This covers loud or obnoxious content, encouragement of dangerous actions and flashing lights which may trigger photosensitive epilepsy.

Political or controversial ads are banned. Ads aimed at children must be sensitive to their vulnerability, avoid pressure tactics and promote responsible practices. Health products and advice must be promoted by qualified persons and be based on evidence.

TV Advertising Remains a Powerful Tool in Responsible Hands

Media has moved online. Viewers watch shows on laptops, but the TV screen is still a vital way to reach your audience. Choose your demographics with care and use addressable TV solutions to reach the right viewers.

If you have multiple ads on the go at once, it can also be fruitful to consider DSP advertising. This allows you to manage all ads in one place, ensuring that all ads adhere to the relevant rules.

Knowledge of the UK Code of Broadcast Advertising gives you the best chance of success without hurdles. Stick to the rules to see your ad played before the masses.