Advertising Standards Authority
The Advertising Standards Authority (ASA) regulates UK advertising across all media. The system is a mixture of self-regulation for non-broadcast advertising and co-regulation for broadcast advertising (with Ofcom).
All non-broadcast advertising e.g. bill board posters, online advertisements, should comply with the 'Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing' (the 'CAP Code'). A breach of the CAP Code can in the most serious cases result in the mandatory pre-vetting of all Channel 4 off-air marketing for up to 2 years.
All broadcast advertisements (including teleshopping, television text and interactive television advertisements) and programme sponsorship credits on television services licensed by Ofcom should comply with the 'UK Code of Broadcast Advertising' (the 'BCAP Code'). Ofcom retains direct responsibility under the BCAP Code for sponsorship, product placement and participation TV advertising.
Ofcom
The Office of Communications, commonly known as Ofcom, is the government-approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the United Kingdom.
Ofcom has wide-ranging powers across the television, radio, telecoms and postal sectors. It has a statutory duty to represent the interests of citizens and consumers by promoting competition and protecting the public from harmful or offensive material. Some of the main areas Ofcom presides over are licensing, research, codes and policies, complaints, competition and protecting the radio spectrum from abuse.
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