Every ad on UK commercial television has to be cleared before it airs. Clearcast is the body that does it, on behalf of the broadcasters. They check the ad against the BCAP Code, the rulebook the Advertising Standards Authority enforces for TV.
It sounds bureaucratic. In practice it’s a sensible check that your ad is legal, honest and won’t get pulled once it’s on air. The trick is not to leave it to the end.
The three checks
1. The script. We send Clearcast the script before anything is shot. They’ll flag any claim that needs evidence, any wording that could mislead, and anything restricted for your category. Changing a line on paper costs nothing.
2. The rough cut. On anything with claims, offers or regulated products, we send an early cut. This is where on-screen text and legals get checked properly.
3. The finished ad. The final version goes in with its clock number. Clearcast usually come back within two or three working days.
What most often gets queried
- Claims you can’t prove. “Britain’s favourite”, “the best”, “cheapest in the UK”. If you say it, you need evidence, and Clearcast will ask for it.
- Comparisons. “Better than” can count as a comparative claim. An established strapline or registered trademark helps.
- Legals that are too small or too quick. Small print has to be legible and on screen long enough to read. If you’re regulated by the FCA, their rules come first.
- Legals you don’t need. We’ve seen a line copied over from last year’s ad get the new one rejected, when it didn’t apply any more.
- Prices and offers. Dates, terms and “from” prices all need to be accurate on the day the ad airs.
- Restricted categories. Alcohol, gambling, finance, health and anything aimed at children all have extra rules.
How to avoid a delay the day before air
Plan for a query. We record a safer fallback line in the same voiceover session, so if Clearcast push back on a claim at the last minute, we can swap it in that afternoon rather than rebooking the studio.
Keep your evidence ready. If you’re making a claim, have the survey, the data or the testimonials to hand before the script goes in.
And get the media plan settled early. Clearcast clear the ad for broadcast, but on-demand and streaming services can have their own rules. Amazon, for example, runs its own lighter compliance. Tell us where it’s running and we’ll tell you what applies.
Do I need to deal with Clearcast myself?
No. The agency or production company making the ad normally submits it. We handle clearance on every TV ad we make, along with clock numbers and delivery to the stations.