/ Guide
What rules apply to advertising in the UK?
UK advertising is governed by different rules depending on the medium, claim, audience and sector. This page is a practical signpost, not legal advice.
01
CAP and BCAP Codes
The CAP Code covers non-broadcast advertising, sales promotions and direct marketing communications. The BCAP Code applies to broadcast advertising on Ofcom-licensed radio and television services.
02
Objective claims need evidence
ASA/CAP guidance states that marketers should hold evidence for objective claims that consumers are likely to regard as capable of substantiation.
03
Broadcast rules
Ofcom and the BCAP framework apply additional requirements to television and radio environments.
04
Privacy and tracking
Online advertising can involve UK GDPR and PECR. ICO guidance covers cookies, storage/access technologies and direct marketing.
05
Sector-specific rules
Health, financial services, alcohol, gambling, children, environmental claims and other regulated areas can carry additional requirements. Check the applicable rules before creative is approved.
06
Keep guidance current
Regulation changes. Link to the live regulator guidance rather than relying on an old downloaded summary.
Frequently asked
Questions this page answers
- Is this legal advice?
- No. Campaigns with legal or regulatory risk should be reviewed by appropriate compliance or legal specialists.
Sources and review
- ASA / CAP — UK Advertising Codes
- ASA / CAP — Substantiation
- Ofcom — TV and radio broadcasting codes
- ICO — Guidance on storage and access technologies
- ICO — Direct marketing guidance
Last reviewed 28 September 2026. Figures affected by current inventory, supplier data or regulation should be checked at the point of planning.
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