Misleadingness

Misleadingness is covered by section 3 of the BCAP code.

All claims in advertisements accepted for radio broadcast must be factually accurate and must not mislead consumers.

The BCAP Code requires that “material information” must be included and cannot always be covered by the catch-all of “terms and conditions apply”. Material information is anything that is likely to exclude a large number of listeners from participating in the offer. Examples of material information might include “age restrictions apply”, “new customers only” or “minimum spend applies”.