L/601/8773 LO 1.1

Whether it's classical music revellers, housewives in Portsmouth or rock fans in the Midlands, radio offers a solution in an environment where the listener feels comfortable, which in turn allows you to talk to them in a way that is appropriate.

Radio has the ability to reach people at relevant times and places. For example, if you wish to target them with an advert relating to cars, then why not time the advert to when they are likely to be in the car (such as during rush hour.) Similarly, if you want to target them with a work-related advertisement, then why not time it for when they are at work? Radio is able to do all of this - it is an incredibly responsive medium and often first for information.

Radio is also able to break through in an ad-avoidance world. With the rise of products such as on-demand TV, it's harder for advertisers to choose a media solution that won't suffer from ad-avoidance. Commercial radio listeners happily accept good quality radio commercials and won't avoid them like they potentially would with other mediums.

Advertising does not cover product placement or sponsorship, which fall under the Ofcom Broadcasting Code, and require clearance by the Radio Advertising Clearance Centre (RACC.) Any adverts, before being broadcast, must first be checked if approved by the RACC or the station in question to ensure its suitability for broadcast.

When being submitted for approval, scripts for radio advertising should be accompanied by the following: 

• name of the submitter
• his / her telephone and fax numbers
• full name of advertiser
• the brand name of the advertised product / service
• advertisement title
• advertisement duration
• the name(s) of the relevant station(s) (if known)

Time will be saved if scripts are accompanied by the full details of the product or service being advertised.

All radio stations or their sales houses must hold a record of centrally cleared scripts and clearance numbers, which are their only means of knowing or confirming that the scripts have been centrally cleared. Final output doesn't normally need to be sent to the RACC but stations must take responsibility in ensuring that only RACC-approved output, where applicable, is broadcast.

All advertising needs to be clearly distinguishable from programming, which must be checked by licensees to ensure listeners are not confused between the two. Any advertising in a similar style and format to programme editorial must be separated by other material, for example a station ident, or by scheduling for the middle of a break.

References may be made to the programming that is sponsored within advertisements. Advertising for a station's own commercial activities is permitted bust be clearly distinguishable as advertising and should not be presented in such a way as to suggest that the information is impartial editorial.