From 31 March 2016, the BBFC will delegate to the Cinema Advertising Association (CAA) the regulation of all cinema advertisements in the UK.
Following a Government consultation, the BBFC and the CAA agreed to end the dual regulation of advertisements shown in UK cinemas. Henceforth, the CAA will assess and classify all cinema advertisements. The BBFC retains its classification role in relation to trailers, public information films, campaigning films and all other theatrical works.
DCMS carried out a public consultation in May 2012 on the future regulation of cinema advertising. At the time, the BBFC and the CAA both classified cinema advertisements. The BBFC and the CAA argued in favour of removing this dual regulation and duplication of responsibility. As a result, the BBFC has stepped back from the day-to-day classification of cinema advertisements and sub-contracted responsibility for classifying such advertisements to the CAA.
In the event of there being any doubt as to whether a particular film should be considered an advertisement, the BBFC shall determine whether such film requires to be classified in accordance with its Classification Guidelines and will inform the CAA accordingly.