In the UK, host read ads are regulated by the Advertising Standards Agency (ASA) - this one page guide should help you adhere to their guidelines, but it’s advisable to familiarise yourself with the full guidance, which you can find here.
What you need to know
Both the UK Code of Advertising (CAP Code*) and the UK Code of Broadcast Advertising (BCAP Code**) include rules requiring advertisers to ensure that ads are obviously identifiable and are not confused with editorial content.
This guidance acts as a set of best practice principles. By adhering to these principles, you’re more likely to comply with the CAP and BCAP Codes, but it’s not an exhaustive list and you should read the full guidance, which you can find here.
The best practices here do not apply to podcast ads that are voiced by a third party, who is not the presenter of the surrounding podcast, as these are generally identifiable as being separate to the content.
What you need to do
To ensure a host read ad is obviously identifiable to the audience, it’s strongly advised to disclose the ad content using a clear, up-front signifying term. Examples below:
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‘This is a paid ad/advertisement for...’
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‘This is an ad/advertisement for...’
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‘Today’s episode is sponsored by...’
- ‘Our sponsor today is...’
Other things to consider
This is not an exhaustive list and other terms may be used, but guidance from CAP and BCAP indicates these terms are more likely to comply than others, especially when combined with some of the following other factors:
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Music/jingles/sound effects - use of a distinctive piece of music, jingle or sfx before and after the host read break can aid the identification of an ad break. In addition, hosts may announce a break before the ads are played.
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Length - whilst it’s important to be conversational in your host reads, it’s also important to ensure the ads are relatively tight and focussed. More than 60 seconds but less than 90 seconds is advised.
* The Committee of Advertising Practice (CAP) offers guidance on the interpretation of The UK Code of Advertising (the CAP Code).
** The Broadcast Committee of Advertising Practice (BCAP) offers guidance on the interpretation of The UK Code of Broadcast Advertising (the BCAP Code).
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