Clarity for TV ad small print

SMALL print in TV ads will be clearer to viewers under new standards announced by the regulator.

From March, important qualifying details must be easy to read, with time for viewers to take them in.

Broadcast Committee of Advertising Practice’s code follows an Advertising Standards Authority study into reading small print.

ASA welcomed the code, adding: “Our research has told us TV viewers can be misled when they struggle to read on-screen text.”