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Unit 23
Market Place Bolton
(+44) 1204 238018

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Prohibited categories – (

  • Coronavirus / COVID-19 – No ad should be irresponsible or exploit people’s fears regarding the current coronavirus outbreak. For more information, visit the COVID-19 advertising responsibly web page.
  • Advertisements must not promote smoking or the use of tobacco products. Also, non-tobacco products or services that share a name, emblem or other feature with a tobacco product, rolling papers and filters. This rule does not apply to advertisements for products which are regulated by Section 33.
  • Betting systems and products that are intended to facilitate winning games of chance.
  • Breath-testing devices and products that are intended to mask the effects of alcohol. Products for the treatment of alcohol and illegal-substance dependence. Services offering treatment of alcohol and illegal-substance.
  • Obscene material. “Obscene material” is material that offends against the Obscene Publications Act 1959 (as amended).
  • “Pyramid promotional schemes” are those in which consumers pay or give other consideration for the opportunity to receive compensation that is derived primarily from the introduction of other consumers into the scheme, not the sale or consumption of products.
  • The acquisition or disposal of units in collective investment schemes not authorised or recognised by the FCA, without the prior approval of BCAP.
  • Electronic cigarettes and refill containers or any advertisement which has the aim or direct or indirect effect of promoting such a product.
  • No advertisement may indirectly promote an unacceptable product or service. For example, advertisements must not refer the audience to a website or a publication if a significant part of that website or publication promotes a prohibited product or service.
  • For Further rules please visit –