Commentary

10 The BCAP Television Advertising Standards Code

ADVERTISING AND MARKETING vol 1

10 The BCAP Television Advertising Standards Code

10 The BCAP Television Advertising Standards Code

The Broadcast Committee of Advertising Practice (‘BCAP’) Television Advertising Standards Code1 is an updated version of the former ITC Advertising Standards Code2. It is the code of practice that governs advertisements on any television channel licensed by the Office of Communications (‘Ofcom’)3. While the Code has many points in common with the British Code of Advertising, Sales Promotion and Direct Marketing (‘CAP Code’), its position on certain points is somewhat different4 and it reflects the requirements of United Kingdom and European Community legislation relating specifically to

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