The UK’s [URL=http://bcap.org.uk/]Committee of Advertising Practice (CAP)[/URL] and the Broadcast Committee of Advertising Practice (BCAP) have launched a series of new advertising codes.

The updates go into effect on September 1, 2010 and include new mandates related to videogame advertising. Radio ads for games that have an 18+ rating are listed under the “Special Category,” meaning that they must be centrally cleared by the Radio Advertising Clearance Centre (RAAC). Other entries in this category include ads for alcohol, slimming products, gambling products and services, religious organizations, adult shops and charities.

Radio ads for 18+ rated games are also required by BCAP ([URL=http://bcap.org.uk/The-Codes/~/media/Files/CAP/New%20Codes/New%20BCAP%20Code.ashx]PDF[/URL]) to obtain “central copy clearance,” joining ads for adult shops, stripograms, escort agencies and R18+ rated videos.
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