OFCOM is a regulatory body in the UK that oversees wireless and fixed line communications like televisions, radios, and mobiles. Companies must have their broadcast licenses approved by OFCOM. OFCOM also investigates complaints from the public. The BCAP code lists rules for advertisements regarding taste, decency, harm, and offense. Clearcast ensures ads comply with the BCAP code before broadcast on UK television and radio. The ASA aims to ensure ads are legal, decent, honest and truthful by enforcing advertising codes and investigating complaints.

1. OFCOM
• OFCOM are a regulatory company that focus
on a wide array wireless and fixed line devises
such as televisions, radios and mobiles.
• In the UK companies have to have their
licenses approved by OFCOM to broadcast.
• OFCOM take part in the investigation of
complaints of any complaints received by the
public

2. OFCOM 2
• They may have cases referred to them by the
ASA if it is regarding the scheduling of an
advertisement.

3. BCAP
• List of rules that advertisers must adhere to.
Covering taste, decency, misleading ads, harm
and offence, privacy.
• Have 32 categories of rules that they use to
regulate British advertisement broadcasting
• The categories are split up amongst General
sections, specific category sections and
scheduling rules

4. BCAP 2
• This Code applies to all 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

5. Clear Cast
• They do this by ensuring advertising is cleared
before it is transmitted. Ads transmitted on UK
terrestrial and satellite channels can be
submitted to Clearcast for approval.
• Clearcast is owned and funded by six commercial
broadcasters, ITV, Channel Four, Channel Five,
Daybreak, Sky, and Turner all of whom are
represented on Clearcast’s board. Other
broadcasters using Clearcast for clearance pay
individually for Clearcast’s services.

6. Clear Cast 2
• Pre-production scripts and finished ads are
considered against The UK Code of Broadcast
Advertising BCAP Code).

7. ASA
• The ASA’s aim is to ensure that ads are legal,
decent, honest and truthful by enforcing the
Advertising Codes.
• Last year they received 25,214 complaints
about 13,074 ads.
• They thoroughly assessed every one of those
concerns and investigated the ads that
seemed to breach the rules.

8. ASA 2
• The Advertising Standards Agency (ASA) are
the organisation recognised by the
government and Ofcom to deal with
complaints about advertising.