Amazing advert heard on UK radio

I’ve just heard a commercial on UK commercial radio (Capital FM actually) and was amazed to hear them asking “Do you worry that your DVD collection will get damaged? Do your children use your DVD’s as freesbee’s” etc etc or words to that effect. “Then you need the Amacom DVD recordable for backing up your ‘Hollywood’ movies complete with DVDit” Or was it Divit? I’m not sure. “Just ring blah blah blah”

Now I am quite sure there is no such thing as a ‘Fair use’ law in the UK so am unclear about the legality of such a thing. Especially since the new Euro version of the DMCA came into effect over here.