December 3, 2018

The Advertising Standards Authority explains in its news release that on-screen text is a way for advertisers to convey qualifying information to TV viewers and is overlaid onto the ad, usually appearing at the bottom of screen.

The BCAP Code requires that ads must not mislead consumers, must state significant limitations and qualifications to a headline claim, and qualifications must be presented clearly.

The ASA carried out a review of on-screen text in TV ads to find out how they work for viewers. The regulator put out a public call for evidence, analysed the submissions and other relevant literature, and commissioned qualitative research with TV viewers across the UK. The ASA also interviewed 138 people in their own homes and the research found that a majority found it difficult to read on-screen text and that this was more prevalent amongst older viewers.

The ASA says that participants reported that it was difficult to read on-screen text against a moving background, where white text was presented on a white background, and when text was too small, squashed, not on the screen long enough or where there was too much information to read and take it all in. Also, the use of acronyms, lots of numerical information or too much going on in the ad, for example loud music and people shouting, made some ads hard to comprehend.

In response to the ASA review, BCAP has now announced changes to the standards expected of on-screen text on TV screens. As of 1 March 2019, TV advertisers will be expected to abide by the new standards, which include:

• sufficiently emphasising particularly significant qualifying information;
• adopting a stricter approach to ensuring an adequate contrast between the on-screen text and background;
• taking greater care over the choice of typeface to avoid the use of stretched or elongated text; and
• allowing viewers sufficient time to read on-screen text.

To read the ASA news release in full and for access to its research and to BCAP’s regulatory statement, click here.