Protection of Privacy
Rule 6.2 of the BCAP Code applies.
Living individuals should be protected from unwarranted infringements of privacy.
Advertisements featuring an individual should not imply that that individual endorses a product if he or she does not.
Copy that refers to or portrays a living individual is permitted without that person’s permission, provided that the person is not shown in an offensive, adverse or defamatory way.
It is strongly recommended, however, that the permission of the featured person is obtained and Radiocentre approval is given on this basis.
Portrayals and references should not interfere with those individual’s private or family lives and in cases of doubt, legal advice must be obtained that the individual concerned is unlikely to have a successful legal claim.
Impersonations and soundalikes are only acceptable where listeners can recognise them as such and where the person(s) concerned would have no reason to object. Nevertheless, advertisers are advised to seek advance permission and/or legal advice. Permission must be sought from relevant copyright holders for references to, or portrayals of, well-known fictional characters.