Advertisers pay the levy, based on their advertising spend. This is collected on our behalf by advertising agencies (from their clients), or paid to us by broadcasters, based on the billings they charge their direct clients.
(not subject to the Broadcast Code of Advertising Practice (BCAP) as a direct, non-delegated Ofcom responsibility)
As defined by, and licensed under, the Medicines Act, the promotion of which is restricted to the medical, veterinary and allied professions. The exemption applies to products which are promoted for supply only in response to a medical prescription. It does not apply to medicines or allied products which are advertised to the general public and are available for purchase in pharmacies and other outlets.
In this case, there is no requirement to basbof for the levy on these billings, as the cost of collecting the levy could not be justified by the amount of levy generated.
