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.
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
An econometric analysis of the TV advertising market: supplementary report Sep 2011
HFSS advertising restrictions- Final review Statement published 26|07|10
Advertising regulation review: publication of econometric analysis, and next steps Mar 2010
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
Young People and Alcohol Advertising Nov 2007
Radio advertising market research Oct 2006
Regulating TV advertising of food and drink to children Oct 2006 - A Report commissioned by Ofcom
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.
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
These reports explored patterns and conventions in broadcast advertising, according to the subject matter being promoted.
In August 2013 we published Industry Perspectives on the Future of Commercial Communications on TV and TV-like services, an independent report by Jon Gisby.
We have conducted a variety of research projects into children's food choices, parents' understanding and influence, and the role of food promotions, as well as how alcohol advertising can affect young people.
Children’s and young people’s exposure to alcohol advertising May 2013
High in fat, salt or sugar (HFSS) advertising restrictions - final review July 2010
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
Young People and Alcohol Advertising Nov 2007
Regulating TV advertising of food and drink to children Oct 2006
In these reports we explored the finances of advertising, including econometric analytics and assessments of broadcast funding.
An econometric analysis of the TV advertising market: supplementary report Sep 2011
Advertising regulation review: publication of econometric analysis, and next steps Mar 2010
The Future of Television Funding Sep 2005
In 2006, Ofcom conducted market research into the radio advertising industry.
These television promotion reports were commissioned in 2005 for the purposes of Ofcom's review of the cross-promotion rules.
