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Broadcast advertising


Ofcom shares responsibility for broadcast advertising with the Advertising Standards Authority (ASA)

There is a statutory duty placed on Ofcom to maintain standards in broadcast advertising. However, better regulation principles that were included in the Communications Act 2003 placed a duty upon Ofcom to pursue alternative forms of regulation where practical. Ofcom took advantage of this provision and established a co-regulatory partnership with the ASA in 2004.

In practice, this means that the ASA system is responsible on a day-to-day basis for broadcast advertising content standards. The Broadcast Committee of Advertising Practice (BCAP) is responsible for writing and maintaining the UK Code of Broadcast Advertising, but Ofcom retains overall sign-off on major changes to the Code. The ASA is responsible for administering the Code, but is able to refer broadcasters to Ofcom for further action, if needed.

2013

Trends in Advertising Activity - Payday Loans Dec 2013

Trends in Advertising Activity - Gambling  Nov 2013

Industry Perspectives on the Future of Commercial Communications on TV and TV-like services An independent report by Jon Gisby,commissioned by Ofcom. Aug 2013

Children’s and young people’s exposure to alcohol advertising May 2013

2011

An econometric analysis of the TV advertising market: supplementary report Sep 2011

2010

HFSS advertising restrictions- Final review Statement published 26|07|10

Advertising regulation review: publication of econometric analysis, and next steps Mar 2010

2008

Changes in the nature and balance of television food advertising to children Dec 2008

Update on impact of restrictions on food and drink advertising to children Feb 2008

2007

Young People and Alcohol Advertising Nov 2007

2006

Radio advertising market research Oct 2006

Regulating TV advertising of food and drink to children Oct 2006 - A Report commissioned by Ofcom

2005

The Future of Television Funding Research conducted by Human Capital on behalf of Ofcom. Published Sep 2005

Television Promotion These reports were commissioned in 2005 for the purposes of Ofcom's review of the cross-promotion rules.

2004

Economic Analysis of the TV Advertising Market (366 kB) A Report by PricewaterhouseCoopers for Ofcom. Published Dec 2004

Child obesity - food advertising in context Children's food choices, parents' understanding and influence, and the role of food promotions. Report published Jul 2004