Tag Archives: TV advertising

Adverts must avoid harmful gender stereotypes

In late 2018, the Committees of Advertising Practice (CAP and BCAP) announced the introduction of a new rule to deal with the depiction of harmful gender stereotypes in advertising. The new rule will apply to both the broadcast and non-broadcast codes of advertising practice and come into force on 14 June 2019, stating that advertising … Continue Reading

Not so super? BCAP issues strict new guidance on the use of superimposed text in TV ads

The Broadcast Committee of Advertising Practice (“BCAP”) has recently issued revised guidance on the use of superimposed text (“supers”) in TV advertising. Advertisers often use supers to help avoid misleading viewers, as supers can convey information (required for legal or regulatory purposes), to qualify claims made in television ads. However, research by the Advertising Standards … Continue Reading
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