Key principles

The Advertising Codes lay down the rules that advertisers, agencies and media owners must follow. Consumer protection and social responsibility are at the heart of the Codes, which require that advertising must not mislead, harm or offend.

The Codes also contain specific rules that cover areas such as advertising to children, alcohol and gambling, the environment and financial products.

The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (the CAP Code) applies to non-broadcast marketing communications.

The UK Code of Broadcast Advertising (the BCAP Code) applies to broadcast advertisements (including teleshopping, content on self-promotional television channels, television text and interactive television advertisements) and programme sponsorship credits on radio and television services licensed by Ofcom.