Separation of Advertising

Section 2 of the BCAP Code applies.

Advertisements must be distinguishable from editorial and listeners must quickly recognise the messages as advertisements. Advertisements must be clearly separated from programming, i.e. as spot ads in ad breaks, and must not come across as being part of a programme.

Advertisements which imitate editorial and may confuse should normally be separated from programming by jingles, station idents or intros into ad breaks.

Advertisements which use news-bulletin styles (e.g. use the phrase ”news flash”) or imitate public service announcements are acceptable, provided they establish themselves quickly as advertisements and are distinct from the station’s editorial. Featuring brand names early on in the copy helps.