10 ways to avoid a Christmas ad disaster
From removing the cat’s pyjamas to selecting a soundtrack that strikes the right chord, here’s what you need to know to create a frictionless festive campaign.

Planning your Christmas creative already?
Every year the experts at Beeline, our in-house telly admin team, face the distinctly unfestive task of advising clients how their Christmas ads need to be changed to pass the regulators. There are strict, and sometimes surprising rules about what can be shown and when, and during the festive season even seemingly innocuous footage can cause serious problems.
To avoid last minute re-writes, frantic soundtrack updates, and reams of discarded footage of dogs in reindeer outfits, Beeline have put together this handy list of do’s and don’t’s, helping you get it right first time.
1. Chestnuts roasting on a not-so-open fire
Roaring fires in fireplaces are undeniably Christmassy. But they’re also a safety hazard. Fires can’t seem to be out of control, and must always be shown with a safety guard. You can show decorations on the mantlepiece, as long as they’re not hanging anywhere near the fire. And if you’re going to show stockings (which you are, of course, or what on earth are you doing with the fireplace), they have to be well away from the fire itself.
2. Face the music
OK, concentrate. This is complicated.
Avoid hymns or carols with explicit mention of religious practices or the story of the virgin birth (Once in Royal David’s City, Away in a Manger etc). Some carols, which allude to tradition or winter are acceptable as background music (Good King Wenceslas, The Holly and the Ivy etc). And some, for reasons lost in the mists of time, are acceptable as background music only (Silent Night, Ding Dong Merrily On High etc).
To add to the confusion, some Christmas songs are in copyright, but some versions are copyright free.
The Beeline team have full lists of which songs are acceptable, which ones can have their lyrics changed, and which ones are totally out of bounds. Contact the Beeline Team to talk through your festive soundtrack.
3. Christmas trees and decorations
Are there lit candles on the tree? Of course not, that would be ridiculous.
As long as Christmas trees and decorations look safe (see note above about decorations above fireplaces) there shouldn’t be a problem. There are no restrictions about bad taste, so go wild with the fake snow spray.
4. Dogs can’t wear clothes designed for humans. Not even Christmas ones. Not even if the clothes look great on them.
Basically, you shouldn’t show anything in an ad which might cause distress to an animal — mostly because that’s not nice, but also in case it’s emulated by the viewers. That includes putting cats in Christmas jumpers, feeding dogs egg nog, or getting a spaniel to pull a sleigh.
5. While we’re on the subject of pets
If you have an animal on set, you must have a vet present during all filming.
6. For God’s sake, be careful with religion
If you’re including religious themes, make sure you’re not being flippant or comic in a way which could cause offence. It is possible to include gently humorous references to Christian themes around Christmas, as many Christian rituals have been absorbed into mainstream culture. However, this is a sensitive subject, so tread very carefully. Read more on religion and avoiding offence from the ASA.
7. The first rule of Santa
Any ad that questions the existence of Father Christmas will be subject to scheduling restrictions. You monsters.
8. The price of love
The price of any toy over £30 has to be indicated in the ad. Toy ads have to be especially accurate (Clearcast may request samples to make sure the depictions are fair). This requirement has saved innumerable Christmas mornings from tantrums of disappointed children and must be upheld at all costs.
9. Party on (responsibly)
Don’t show a party with strobe lights. (Who has strobe lights anyway?).
10. Avoid booze-fuelled celebrations
Don’t actually avoid booze-fuelled celebrations, obviously. IRL, the knocking back of questionable liqueurs is a sacred Christmas tradition which must not be challenged. However, in advertising, it’s not acceptable to depict the success of a social occasion or a seduction as dependent on the consumption of alcohol, nor is it acceptable to show binge drinking, rowdiness or juvenile behaviour. So, keep that sort of thing to the office party, and when it comes to your commercial, keep Christmas classy.
If you have any questions about Christmas content, get in touch with the Beeline team. They have oodles of experience in all aspects of TV admin — from managing usage rights to high end negotiations and contracts — and when it comes to rules about Christmas commercials, they’ve got it all wrapped up.
Contact the Beeline: 0203 769 9988 / honey@thebeeline.tv

