BCAP (The Broadcast Committee of Advertising Practice) set out the rules of advertisements on any television channel that has been licensed by Ofcom. The rules are in place to make sure that all advertisements are legal, decent, honest and truthful and that they do not mislead or cause harm or offence.
As BCAP and CAP govern the rules, ASA enforce them by responding to any consumer complaints, every complaint made matters and a single complaint could be enough to bring down an advert. Ofcom make sure that license holders comply to the broadcasting codes and licensing of broadcasters in the UK.
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