The Radio Authority is revamping its Advertising and Sponsorship Code to allow a number of prohibited products access to the airwaves.
Psychiatrists, hypnotherapists and investment bodies will now be able to advertise for the first time on radio. Prohibitions remain in place for commercials for firearms and pornography.
In the first major review of the Code since the Authority launched 10 years ago, rules on sponsorship have been relaxed. Sponsor credits can now contain slogans, addresses, phone numbers and website addresses. Presenters will be allowed to voice live sponsorship messages within their own programme.
Greater scrutiny will be applied to advertisers offering health advice and services and rules have been extended on food and slimming products. A full copy of the code is available on the Radio Authority's website (www.radioauthority.org.uk).
Martin Campbell, director of programming and advertising at the Radio Authority, said: "The new Advertising and Sponsorship Code ensures continuing protection for the listener while lightening regulation in areas where this can be done without damaging consumers' interests."