We are aware that there can appear to be significant differences between the sound levels in ads and some programmes. The problem lies in the fact that many ads nowadays are compressed (i.e. the quieter parts have been amplified so the ad as a whole seems loud even though it doesn’t exceed the maximum level allowed). That situation can be exacerbated if the ads are shown during relatively quiet programmes. This general problem can’t be solved by action on individual ads, but needs a broad policy change.

We are currently looking at the Code rule and the guidance notes to see whether they need to be reviewed. We have advised the broadcasters that we will monitor complaints over the coming months and contact them regarding potential breaches but that we will, in most cases, deal with these complaints informally; i.e. without publication of any breaches. The existing rule is an old one and isn’t very effective against compressed ads and we’re in the middle of a consultation on a new rule which should make it clearer to broadcasters the standards they should be applying. The consultation ended in August and a new rule should follow in due course.

I note that you have not given us a specific example of a particularly loud ad. We have been advised that in order to investigate sound levels at present we will require details of a specific ad, because we need to obtain the tape from the advertisers directly. If you do come across an instance of a particularly loud ad, please contact us again having made a note of the date, time, channel, platform (e.g. satellite/cable/terrestrial) and the product advertised and we will contact the broadcaster for their comments. In the meantime, please be assured that the general matter is being re-assessed.

I would like to thank you for taking the time to contact us with your concerns. Complaints such as yours have provided much of the impetus for the review of the rule.