Advertising standards

In the UK rules for advertising are written by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP).

The rules set by BCAP considering TV advertising are framed to make sure that advertisements are "legal,decent, honest and truthful".

I've read through the rules set by BCAP and picked out a few that I might consider when creating an adverts and in post production.

01. Compliance 

1.3	Advertisements must comply with the law and broadcasters must make that a condition of acceptance.
1.3.1	Advertisements must not state or imply that a product can legally be sold if it cannot.

02.Recognition of advertising

2.4	Television only – Television advertisements, except for programme promotions, must not:
2.4.1	refer to themselves in a way that might lead viewers to believe they are watching a programme
2.4.2	feature, visually or orally, anyone who currently and regularly presents news or current affairs on television
2.4.3	include extracts from broadcasts of parliamentary proceedings.

03. Misleading advertising

3.2

Advertisements must not mislead consumers by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner. Material information is information that consumers need in context to make informed decisions about whether or how to buy a product or service. Whether the omission or presentation of material information is likely to mislead consumers depends on the context, the medium and, if the medium of the advertisement is constrained by time or space, the measures that the advertiser takes to make that information available to consumers by other means.

04. Harm and offence

4.1	Advertisements must contain nothing that could cause physical, mental, moral or social harm to persons under the age of 18.

4.6	Television only – Advertisements must not include visual effects or techniques that are likely to affect adversely members of the audience with photosensitive epileps

4.7	Television only – Advertisements must not be excessively noisy or strident. The maximum subjective loudness of advertisements must be consistent and in line with the maximum loudness of programmes and junction material

05. Children

5.4	Advertisements must not condone or encourage bullying.
5.5	Advertisements must not portray or represent children in a sexual way.
5.6	Advertisements must not imply that children are likely to be ridiculed, inferior to others, less popular, disloyal or have let someone down if they or their family do not use a product or service.

https://www.cap.org.uk/Advertising-Codes/Broadcast.aspx