Religion Index
12.1 General Points
12.2 Acceptable Categories
12.3 Unacceptable Advertisers
12.4 Occult, Psychic Practices and Exorcism
12.5 Fund Raising
12.6 Beliefs
12.7 Benefit Claims and Counselling
12.8 Use of Fear
12.9 Children and the Young
12.10 Advertising on Specialist Religious Channels

12.1 General Points
Religious advertising has the potential to arouse strong emotions particularly with viewers who hold strong beliefs. For this reason Section 10 of the Code contains comprehensive Rules on Religious advertising and it is essential that these be referred to.

The Notes below pick out the more salient points contained in the rules but the full set of rules should be read and adhered to.

All doctrinal advertising must also comply with the rest of the Code and particularly Section 4 (Political and controversial issues) which is administered by Ofcom since moral or other issues which are clear cut to some groups can be found controversial within the wider community.

Broadcasters are free to decide not to carry Religious advertising provided that they do not discriminate unfairly either against or in favour of particular advertisers. This, in practice, means that means that Broadcasters will opt to accept all religious advertising acceptable under the Code or none at all.

12.2 Acceptable Categories
Doctrinal advertising is only acceptable for the following purposes:

• publicising events such as services, meetings or festivals;
• describing an organisation’s or individual’s activities or publicising their name or contact details;
• offering publications or merchandise.

12.3 Unacceptable Advertisers
These are deemed to include advertisers which:

• practise or advocate illegal behaviour;
• whose rites or other forms of collective observance are not normally directly accessible to the public. However, gender discrimination would not bar advertising on behalf of faiths which practice gender discrimination;
• has been shown to put unreasonable pressure on people to join or obstruct or penalise people who wish to cease contact with the religious body;
• does not provide written assurances that no representatives will call on any respondent without prior arrangement. (Advertisers are required to comply with UK data protection legislation).

(See Code rule 10.2).

12.4 Occult, Psychic Practices and Exorcism
See Code rule 10.3. Advertising of or relating to these areas is generally deemed unacceptable.

Under Note 1 to Code rule 10.3, there are categories of advertising which are exempt from the rule. They are:

i) Advertisements for tarot based prediction services where;

• the service is pre-recorded and this is explained in the advertising and at the start of the recording;
• the service is for entertainment only and this is clear from the advertising and is explained at the start of the recording;
• all references to tarot in the service and the advertising are qualified to make clear that it is not a “real” tarot service (e.g. “tarot based reading “ would be acceptable);
• the service does not contain any material which might feel threatening to callers, or which might harm, offend or distress them.

ii) Advertisements for books, newspaper or magazine articles and similar paper or electronic publications which refer to or discuss tarot without recommending or promoting it.

12.5 Fund Raising
Religious advertising may not include appeals for funds. However, religious charities may include appeals for funds subject to the conditions set out in Code rule 10.7.

12.6 Beliefs
Code rule 10.8 prohibits advertising which expounds doctrinal beliefs or suggests that viewers change their behaviour or beliefs.

12.7 Benefit Claims and Counselling
Code rules 10.10 and 10.11 prohibit testimonials and references to individual experience or personal benefits associated with a doctrine and no advertisement may offer counselling.

12.8 Use of Fear
No doctrinal advertisement may play on fear or refer to the alleged consequences of not subscribing to a particular doctrine.

12.9 Children and the Young
No doctrinal advertising may be directed at the young or may appear in the breaks adjacent to children’s programmes. (Code rule 10.15).

12.10 Advertising on Specialist Religious Channels
Code rule 10.17 contains Notes on relaxations to the rules for specialised religious channels.