BCAP (Broadcast Committee of Advertising Practice)

The Broadcast Committee of Advertising Practice (BCAP) is a UK organization responsible for creating and overseeing the rules that govern advertising on broadcast media like TV and radio. Its goal is to ensure ads are legal, honest, and not misleading, while also respecting social and cultural standards. BCAP provides practical guidelines to advertisers and broadcasters to promote ethical advertising practices, fostering consumer trust and protecting vulnerable audiences such as children. These rules are part of the wider regulatory framework regulated by Ofcom, the UK's communications regulator.