~New rules oblige the marketing manager of prize promotions to be clear about the number and nature of prizes, including those that are available to win and those that are guaranteed to be won, as well as ensuring that recipients of "instant wins" are able to obtain their prize quickly and easily.

Distance selling:

~The BCAP is now aligned with the laws on distance selling, clarifying that the consumer can cancel within 7 days for any reason.

~Advertisers must fulfill orders within 30 days unless they have agreed a longer period.

~The Codes also include rules requiring the marketing manager  to make clear his/her identity.

Children:

~Marketers are now prevented from collecting personal information from children under 12 years old without obtaining the consent of their parents or guardian.

~Further restrictions exist for the collection of information from the under 16s.

~New rules guide advertisers so that they do not to fall foul of the ban on exhorting a child to buy a product or persuading adults to buy a product for them, since this ban is a legal requirement.

~Advertisements for age-restricted computer and console games should comply with new television and radio scheduling requirements.

~Advertisements are prohibited from exploiting the trust that children and young people place in parents, teachers or other people.

~Competitions directed to children must include all significant qualifying conditions and where appropriate parent permission together with a clear end date.

Health:

~The new Codes reflect the main provisions of the European Regulation on Health and Nutritional Claims.

~The new Codes reflect the requirements of Directive 2004/24/EC about advertising herbal medicines.

~A new rule has been introduced in line with an existing television rule to protect people who might be harmed by flashing images in advertising.

Social and environmental responsibilty:

~A new principle of social responsibility is introduced for broadcast advertising, which requires that all advertisements are prepared with a sense of responsibility to the audience and to society.

~A rule is introduced in the environment section of the Codes preventing marketers from exaggerating the environmental benefits of their products.

~A new lottery section will be introduced, which will cover the National Lottery and lotteries licensed under the Gambling Act 2005, addressing lottery advertising and making it subject to the same social responsibility rules as other forms of advertising.