RACC - Call 020 3206 7808 or Fax 020 3206 7801

Bad Language, Taboo or Slang Words

Blasphemous language and crude slang words are unacceptable.

Mild rebukes (e.g. 'damn it') are acceptable but stronger language or swear words (e.g. 'bloody hell' and 'for Christ's sake') are not acceptable.

The use of bleeps or other sound effects to disguise otherwise offensive language is also unacceptable.

Barristers

Barristers wishing to advertise must provide an assurance that they comply with the Barrister's Code of Conduct published by the General Council of the Bar of England and Wales.

Beauty Salons, Treatments and Claims - RACC clearance is required.

Script submitters need to get full details of the treatments and devices mentioned in the copy and satisfactory evidence for any health/beauty/medical claim.

Claims for treatments and devices which are more than simply cosmetic in nature (for example, devices that claim to aid weight loss) must be backed by detailed evidence. Usually this should have been published in a reputable, peer-reviewed medical journal and will be submitted to an RACC consultant for a professionally-qualified view.

Certain cosmetic treatments and devices have been allowed to claim that they can 'temporarily tighten and tone' or 'temporarily reduce the appearance of cellulite/wrinkles'.

'Best'

Extreme care is needed if advertisers wish to use the word 'best' to describe their products and services.

The phrase 'best' may only be used in clear puffery, and not on the basis of selective comparisons.

The RACC approaches use of the word 'best' from the point of view of the listener, i.e. what is the listener likely to understand from use of the word in the context of the advertisement?

If it is unlikely to mean anything specific to listeners or can reasonably be taken to represent puffery, it is generally acceptable.

If, however, 'best' implies any sort of factual claim, substantiation is needed against measurable criteria, which should be indicated in the advertisement, e.g. 'with our unique 24-hour call-out, we offer the best service in the area'.

Substantiation for 'best' is difficult to provide and generally we advise that the word is replaced with other adjectives such as top, excellent or superb.

Repetition of the word 'best' or excessive jingles which include the word 'best' are likely to be perceived as a factual claim and, without satisfactory substantiation, will not be accepted.

Betting and Gaming - RACC clearance is required.

These Guidelines apply to ads broadcast post 1^st September 2007.

The rules apply to ads for gambling products and services, but creative treatments involving gambling must not contradict the spirit of the Code. The Code Rules are available here

”Gambling” in this context means gaming, betting, and participating in a lottery, as

defined in the Gambling Act 2005, and spread betting but not the UK National Lottery.

The Gambling Act does not apply outside Great Britain, so gambling ads should not be broadcast in Northern Ireland. Licensees should ensure that specialist legal advice is sought when considering advertising any gambling products in Northern Ireland or the Channel Islands.

The Rules do not apply to ads for non-gambling leisure events or facilities (e.g. hotels, cinemas, bowling alleys) that are in the same complex as but separate from gambling facilities, unless they portray or refer to gambling.

Under 18s and age of voiceovers

Advertisements must not be likely to be of particular appeal to under 18s especially by reflecting or being associated with youth culture. No under 18s may be included in a gambling advertisement and no-one who is, or appears to be under 25 may be featured gambling or in a significant role. No-one may behave in an adolescent, juvenile or loutish way.

Ads for lotteries may include under 18s, but no-one who is, or seems to be, under 25 may be featured gambling or in a significant role unless the ad exclusively features the good causes that benefit from a lottery and includes no encouragement to buy a ticket, in which case the ad may include under 18s and they may be featured playing a significant role but not gambling.

Advertisements for family entertainment centres, racecourses or other non-gambling leisure facilities that incidentally refer to separate gambling services, may include under 18s as long as they are “accompanied” by an adult and are not portrayed as visiting areas that the Gambling Act 2005 restricts by age.

Spread Betting

Spread Betting services (as defined by the Financial Services Authority) may be advertised as an investment opportunity. Copy must comply with the gambling rules and can be advertised on specialised financial stations or in specialised financial programming only (stations and content that, with few exceptions, is likely to be of particular interest only to business people or finance professionals).

Scheduling

Ads for gambling must not be broadcast in or around programming/features aimed particularly at those aged below 18.

In order to determine whether an ad is likely to be heard by a significant number of under 18s, the ASA(B) will take into account RAJAR figures detailing the child audience in the relevant time-slot, the nature of the station and programming or feature and whether or not it is scheduled in the school run or an exceptional time-slot when under 18s are likely to be listening in large numbers (e.g. school holidays). The necessity or otherwise of more specific timing restrictions may be reviewed.

Ads must not be likely to be of particular appeal to under 18s especially by reflecting or being associated with youth culture.

Copy points

a) Copy must not portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm.

b) Copy must not exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons.

c) Copy must not suggest that gambling can provide an escape from personal, professional or educational problems such as loneliness or depression.

d) Copy must not suggest that gambling can be a solution to financial concerns, an alternative to employment or a way to achieve financial security.

e) Copy must not portray gambling as indispensable or as taking priority in life, for example over family, friends or professional or educational commitments.

f) Copy must not suggest that gambling can enhance personal qualities, for example that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration.

g) Copy must neither suggest peer pressure to gamble nor disparage abstention.

h) Copy must not link gambling to seduction, sexual success or enhanced attractiveness.

i) Copy must not portray gambling in a context of toughness or link it to resilience or recklessness.

j) Copy must not suggest gambling is a rite of passage.

k) Copy must not suggest that solitary gambling is preferable to social gambling.

l) Copy must not exploit cultural beliefs or traditions about gambling or luck.

m) Advertisements for events or facilities that can be accessed only by entering gambling premises must make that condition clear.

n) Copy must not condone or encourage criminal or anti-social behaviour.

o) Advertisements for gambling products must not condone or feature gambling in a working environment. An exception exists for licensed gambling premises.

p) It is a requirement of the voluntary Gambling Industry Code for Socially Responsible Advertising that ads must include a reference to the educational website www.gambleaware.co.uk. Where an ad already includes the advertiser's website, it is recommended that a statement such as "please gamble responsibly" could be included as an alternative to the gambleaware.co.uk address to avoid confusion.

Blasphemy

Phrases such as 'Oh God', 'For God's sake', 'Oh Christ Almighty', 'Godammit' etc. are usually unacceptable, but if they appear as film dialogue, they may be approved after careful consideration of context and sheduling.

Bleeps in Advertisements

RACC policy is to reject sentences which use bleeps or similar material which seek to disguise slang, taboo or swear words/phrases/language which would be unacceptable in their own right.

This policy also includes rejection of incomplete phrases which could be interpreted in both an offensive and an inoffensive way, e.g. 'Oh sh…' .

Body Piercing - RACC clearance is recommended.

Advertisers must send evidence of registration by the Local Authority and details of practitioners' professional qualifications.

Written confirmation of hygienic procedures and aftercare is also needed.

Booking Fees

If a script quotes a specific ticket price, it also needs to quote the specific booking fee, where applicable, e.g. 'tickets at £25 plus £2 booking fee'. This policy ensures that listeners are given an all-inclusive price and are not misled.

Brand Names of Competitors/Other Advertisers

Advertisers can mention a competitor's name in a factual, non-derogatory comparison without seeking advance permission from that competitor.

Advertisers who wish to mention other advertisers' names or brands where a factual comparison is not relevant (i.e. the references are merely passing or incidental ones) are strongly advised to seek permission from the relevant advertisers. If permission cannot be obtained, the reference must not be denigratory or offensive.