What is Clearcast?

It is broadcasters' responsibility that all ads transmitted are compliant with the BCAP (Broadcast Committee of Advertising Practice) TV Advertising Standards Code and most broadcasters entrust this responsibility to Clearcast, a specialist company, owned and funded by seven leading commercial broadcasters, ITV, GMTV, Channel Four, Five, Sky, IDS (Virgin Media) and Turner.

On behalf of broadcasters, and in accordance with their Ofcom licences, Clearcast advises on and clears commercials, against the TV Advertising Standards Code¹, before they are broadcast. Clearcast also manages the attribution service which standardises and validates attribution data for all BARB reported commercial copy transmitted on TV in the UK and reports attribution for transmission by UK broadcasters in the Republic of Ireland.

All ads intended for broadcast on analogue and digital terrestrial, cable and satellite channels owned by ITV, GMTV, Channel Four, Five, Sky, IDS (Virgin Media) and Turner, must be submitted to Clearcast for approval.

Clearcast are there to help you throughout the creative process, from pre-production script, rough-cuts to finished commercial. Their copy clearance team consider some 29,500 scripts and view 55,000 finished commercials every year. They also put on training days which can help you understand the whole process and, in the end, save you a lot of time.

TV Advertising attribution

It's not just about TV ad approval. The Clearcast Attribution service also underpins the analysis of television advertising in the UK. It is responsible for validating data for all BARB reported commercial copy transmitted on UK television and attributing it to a product, advertiser, advertising holding company, buying agency and creative agency. This facilitates a range of activities from media auditing to lead generation to share of voice analysis. Clearcast is also responsible for reporting the usage of music in commercials to rights societies.

Critical to all this is the allocation of a "clock number" - a unique identifying code assigned to each finished commercial. The number not only helps with post-transmission reporting, but also throughout the clearance process and transmission itself.

How does Clearcast work?

The best way to find out all about this is, of course, to visit the Clearcast website. But as you're here, here it is, in a nutshell.

When a Clearcast account is created you are allocated a Copy Group Executive who will be responsible for clearance of your script. Most agencies subscribe to Clearcast's Adway System, which is an easy-to-use hub for communication between agencies and Clearcast. It's used for:

• Script submissions by agencies
• Dialogue back and forth about scripts
• Final approval of scripts by Clearcast
• Uploading of rough cut and finished commercials by agencies
• Dialogue about rough cut and finished commercials
• Approval of commercials and information about restrictions by Clearcast

What about non-broadcast TV?

Clearcast also have a compliance service for VoD advertising to help clients comply with the European Audio Visual Media Services Directive. VoD ads are cleared against the CAP (non-broadcast) code*.

How long does the process take?

The time taken for script depends upon its complexity. Straight forward scripts may take only a few days to approve whereas those that require in-depth analysis and, possibly, a consultant's view on technical evidence take longer. Clearcast aims to either feedback on or approve rough or clocked commercials within two days of ingestion.

What doesn't Clearcast do?

Clearcast does a lot. However, it is not responsible for considering complaints about TV ads. Viewer complaints are dealt with by the Advertising Standards Authority, which you can find out more about at www.asa.org.uk.

How can I find out more?

Clearcast has launched a brand new website, with a completely fresh look and feel and some new and enhanced functionality. It tells you everything you need to know and is the gateway to their services. It now includes:

• 6 simple steps to get your ad on air
• Easy access to Clearcast's online Adway system and relevant user guides
• Online booking and payment system for our Training days
• Easy to use Online Help area, including improved FAQs and searchable Notes of Guidance
• Press section with an option to sign up for our press releases

... and much more!

So why not take a look at www.clearcast.co.uk

Additional Links

¹ The TV Advertising Standards Code is the set of rules with which ads have to comply. Ofcom has contracted the Committee of Advertising Practice (CAP) to write and enforce the Code. The Broadcast Committee of Advertising Practice (BCAP) is responsible for writing and reviewing the advertising Codes for television and radio advertisements. www.bcap.org.uk

Or here you can link directly through to the Television advertising code: www.bcap.org.uk/The-Codes/BCAP-Code/BCAP-TV-Code.aspx

Ofcom is the communications regulator. They regulate the TV and radio sectors, fixed line telecoms and mobiles, plus the airwaves over which wireless devices operate. You can visit them here: www.ofcom.org.uk

The Advertising Standards Authority (ASA) is the UK's independent regulator of advertising across all media, including TV, internet, sales promotions and direct marketing. Here is their website: www.asa.org.uk