Jurisdiction(s):
United Kingdom

Related legal acts

Key definition

Advertising definition

What does Advertising mean? Advertising, in legal practice, describes any communication by a trader intended to promote the supply or transfer of products (goods, services, digital content). Across England & Wales, Scotland and Northern Ireland, legislation implementing the EU regime on misleading and comparative advertising (notably the Business Protection from Misleading Marketing Regulations 2008) defines advertising broadly as any form of representation made in connection with a trade, business, craft or profession to promote the supply of goods or services, including immovable property, rights and obligations. In Ireland, equivalent implementing measures adopt a materially similar definition; usage is broadly consistent across the...

UK Advertising Law: DMCCA 2024, CAP/BCAP Codes, ASA/Ofcom Enforcement, OSA 2023 Duties, BPR 2008, IP and Data Protection, Complaints, Sanctions and the Online Advertising Programme

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Practice notes

Regulatory regime overview

Advertising in the UK is governed by legislation alongside self-regulatory industry codes, chiefly the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) and the UK Code of Broadcast Advertising (BCAP Code) (outlined below). Self-regulation plays a central role in the UK; however, broadcast advertising operates within a statutory framework under the Communications ACT 2003 (CA 2003). Marketers should also be mindful of sector-specific rules and codes.

The principal laws addressing unfair or misleading commercial practices, which also inform the CAP and BCAP Codes, include:

Chapter 1 of Part 4 and Schedule 20 to the Digital Markets, Competition and Consumers Act 2024 (DMCCA 2024)
The Business Protection from Misleading Marketing Regulations 2008 (BPR 2008), SI 2008/1276

Consumer protection from unfair trading

From 6 April 2025, Part 4, Chapter 1 of the DMCCA 2024 largely repealed the Consumer Protection from Unfair Trading Regulations 2008 (CPUTR 2008), SI 2008/1277, save for certain transitional provisions concerning a consumer’s right of redress...

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Web page updated on 27/05/2026

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