The Relationship Between ASA and BCAP Compliance Codes Explained
Although many might not spare thought, there’s a meticulous behind-the-scenes process for the UK’s screens.
CLEARCAST APPROVAL
WE ALWAYS DELIVER
We’ll get your ads to air without the headache
Every TV ad needs to meet the regulations set by The Advertising Standards Authority (ASA). They have the power to remove any advert that breaks the rules. Clearcast is the main service used in the UK by TV networks to approve adverts that comply with the ASA guidelines before being broadcast. With over 20 years of experience working with Clearcast, we’ll get your advert on-air as quickly and smoothly as possible.
meeting asa and clearcast regulations
Advice and Research for Claims
With over 2 decades of know-how, we’re pros at advising on your claims. We can work closely with your legal and compliance teams to agree on substantiations early.
Making it Clearcast Proof
We upload scripts, rough edits and clocks daily and are specialists in advising on the rules and regulations of the UK Codes of Advertising. So, when it comes to getting through Clearcast, we wil get your ads in the all-clear.
Delivery to Channel
Once approved, we deliver your ad to any station using Adstream. This will include our in-house quality control (QC) checks to upload your clock to Adstream for delivery, management of the order and copy instructions via Caria or directly with channels. We have tight communication with channels to confirm your clocks have been received and your ads are playing on the right screens to work their magic.
From Script to Screen, By the Rules
We push boundaries but we also play by the rules. Whether we’re working on your project from scratch, or you would like us to clear an advert written or produced elsewhere, we’re trained and qualified to offer advice on your scripts and substantiation to back up your claims.
We upload scripts and clocks daily in line with the rules and regulations set out in the BCAP and CAP codes. Once approved, our in-house QC team will make sure it’s on point, and then work with Adstream to deliver your ad to any station globally.
The Clearcast Clearance process
The process for getting your ad to air has three main steps, starting with script submission and ending with your final clocked ad. This ensures your campaign complies with UK advertising standards.
We’re here to help you understand what’s expected at every step, and have over 2 decades of experience dealing with TV ad compliance. We’ll make sure your ads get the all clear without any headaches.
1. Script approval
The first stage is submitting the script for your campaign along with details on what will be in the ad. Clearcast will either approve the script or give feedback on required changes.
2. Rough cut approval
Towards the end of production, we’ll submit a rough edit. This will be a nearly finished version of the ad. Clearcast checks that it follows the approved script, as well as for things like text legibility and hold times.
3. Final ad approval
Clearcast need to sign off the final version of the advert once all feedback from the roughcut process has been actioned. The final version is called a ‘clocked’ submission.
Before we submit your ad, we go through an in-house quality control process so you have the best chance of approval. Once Clearcast has approved your ad, it can be delivered to broadcasters.
clearcast clearance FAQS
asa and clearcast clearance insights
The 14 Steps in TV Ad Production
TV advertising is a proven marketing channel that has been around for decades.
Television Clearance in the UK
Although it’s not something most people think of, ads in the UK go through a strict vetting process.