clearcast expert advice

11 mins read

Clearcast Expert Advice: Essential Insights for Compliance

Before diving into the intricacies of Clearcast’s role and services, it’s imperative to understand the foundational aspects of advertising compliance and how they affect your campaigns.

What is Clearcast and Its Influence on Advertising?

Clearcast is a non-governmental organization, pivotal in the UK advertising landscape, funded by broadcasters like ITV, Channel 4, and Sky. It serves as a pre-clearance hub for TV and VoD advertisements, ensuring that all content adheres to the stringent standards of honesty, transparency, and decency. This adherence is not just a formality; it’s a safeguard for your brand’s reputation and a gatekeeper ensuring that your content reaches the audience without legal or ethical hiccups.

The Importance of CAP and BCAP Code Adherence

Why is compliance non-negotiable? For marketing agencies, adherence to the CAP (Committee of Advertising Practice) and BCAP (Broadcast Committee of Advertising Practice) codes is not just about avoiding sanctions; it’s about fostering trust with your audience. These codes encapsulate the essence of responsible advertising, and Clearcast’s expert advice ensures that your content is not just creative but also compliant.

Benefits of Clearcast’s Pre-Clearance Process

Engaging with Clearcast’s pre-clearance process offers a multitude of benefits. It streamlines your campaign’s journey from conception to broadcast, ensuring that every aspect of your ad meets the necessary standards. This process is not a hurdle but a strategic advantage, allowing you to navigate the complexities of compliance with confidence.

Key Compliance Factors Evaluated by Clearcast

Clearcast’s evaluation is comprehensive, focusing on factors such as public health, non-misleading content, and the avoidance of offensive material. Our platform’s tools and services are designed to guide you through these factors, ensuring that your advertisement not only resonates with your audience but also respects the regulatory framework.

By leveraging our expertise, you’re not just preparing an ad for clearance; you’re crafting a message that stands the test of standards and time.

Navigating the Clearcast Clearance Process

Understanding the journey from script to screen is essential for ensuring your advertisement meets the high standards expected by broadcasters and audiences alike. At Hightower Video, we guide you through the Clearcast clearance process, ensuring your creative vision aligns with regulatory requirements.

Step-by-Step Clearance Procedure

The path to getting your advertisement on air involves a series of well-defined steps:

  1. Script Submission: Initially, you’ll submit your ad script to Clearcast for review.
  2. Feedback and Revisions: Within three days, you’ll typically receive feedback, allowing you to make any necessary adjustments.
  3. Final Submission: Once your ad is filmed and edited, the final versionknown as the ‘clocked ad’is submitted for the last stage of clearance.

Timeframe for Clearance

The entire process usually takes between two to three weeks, with:

  • 85% of scripts reviewed within three days
  • 95% of filmed ads cleared within two days

Systems for Ad Management

Clearcast utilizes robust systems like CopyCentral and The Library to manage the clearance process efficiently, ensuring a smooth transition from each stage to the next.

The Value of Clearcast Feedback

Feedback from Clearcast is not just a regulatory hurdle; it’s an opportunity to refine your ad. Their insights can significantly enhance the quality of your content, ensuring it resonates with your audience while adhering to compliance standards.

Embracing Clearcast Training and Resources

At Hightower Video, we understand that staying current with advertising regulations is paramount. That’s why we emphasize the importance of Clearcast’s comprehensive training and resources, designed to elevate your agency’s expertise in compliance.

Clearcast Training: A Gateway to Compliance Expertise

Clearcast offers a suite of training opportunities tailored to marketing agencies. By participating in Clearcast Training, you’re not just learning the rules; you’re gaining insights into the ‘why’ behind them. This deep understanding is crucial for creating ads that resonate with audiences and pass clearance smoothly.

Guidance from Industry Veterans

Jonathan and Micky, seasoned professionals in the advertising field, provide invaluable guides that can help demystify the complexities of ad compliance. Their expertise, distilled into accessible resources, can be a game-changer for your agency.

Staying Informed with Clearcast Updates

Keeping abreast of the latest in advertising regulation is non-negotiable. Clearcast’s blogs and news updates are more than just informationalthey’re a strategic resource for staying ahead of industry trends and regulatory changes, ensuring your ads always meet the mark.

Tailored Clearcast Services for Streamlined Ad Clearance

Navigating the ad clearance landscape can be complex, but Clearcast’s array of specialized services, which we at Hightower Video expertly leverage, are designed to simplify and expedite this process for you.

Fast Track and Copy Development: Accelerating Your Ad Production

Clearcast’s Fast Track service is a boon for tight deadlines, offering expedited reviews to keep your campaign on schedule. Meanwhile, Copy Development is instrumental during your ad’s conceptual phase, providing early-stage feedback to ensure your ideas are compliant from the outset.

  • Fast Track: Prioritized clearance for urgent campaigns.
  • Copy Development: Preemptive guidance on ad concepts.

On Set Guidance and Live Clearances: Real-Time Compliance Assurance

With On Set Guidance and Live Clearances, Clearcast offers hands-on support that can be pivotal in making real-time decisions that align with compliance standards.

  • On Set Guidance: Expert advice during production to preempt compliance issues.
  • Live Clearances: Swift approvals for time-sensitive content.

Supporting Diverse Ad Formats

Clearcast’s expertise isn’t limited to traditional TV commercials. They also provide tailored support for a variety of formats, ensuring that whether your campaign is for Video on Demand (VoD) or Long-form Teleshopping Ads, compliance is assured.

  • VoD Services: Custom clearance solutions for digital platforms.
  • Teleshopping Guidance: Specialized advice for long-form shopping content.

At Hightower Video, we ensure that your creative vision doesn’t just shineit shines within the framework of industry standards.

Integrating CARIA for Streamlined Campaign Management

In the intricate world of advertising campaign management, CARIA plays a pivotal role that we at Hightower Video fully embrace to enhance your campaign’s efficiency. CARIA’s integration with Clearcast’s services is a testament to the seamless coordination of ad clearance and broadcast scheduling.

CARIA’s Role in Airtime Booking and Copy Scheduling

Utilizing CARIA offers you distinct advantages:

  • Efficient Scheduling: CARIA simplifies the process of booking airtime and scheduling your copy, ensuring that your ads are broadcasted at the optimal times.
  • Streamlined Operations: By automating these tasks, CARIA significantly reduces the manual effort required, allowing you to focus on the creative aspects of your campaign.

Standardization of Advertiser Information

With CARIA, consistency is key:

  • Uniformity: It standardizes the naming conventions for products, advertisers, and agencies, which is crucial for clear attribution and tracking across campaigns.
  • Accuracy: This standardization ensures that all parties involved in the advertising process are on the same page, reducing the potential for errors.

Enhancing Campaign Efficiency

CARIA’s contribution to your campaign’s success cannot be overstated:

  • Time-Saving: It cuts down the time spent on administrative tasks, allowing for a more rapid deployment of your ads.
  • Coordination: By aligning with Clearcast’s clearance processes, CARIA ensures that your ads are not only compliant but also scheduled efficiently for maximum impact.

At Hightower Video, we leverage CARIA’s capabilities to ensure that your advertising campaigns are managed with precision and care, from initial clearance to final broadcast.

Ensuring Compliance for Weight Control Ads

In the realm of advertising, weight control commercials are subject to particularly stringent scrutiny. At Hightower Video, we’re committed to guiding you through Clearcast’s rigorous guidelines to ensure your ads not only comply with regulations but also uphold public health standards.

Clearcast’s Scrutiny on Weight Control Advertising

Weight control ads are closely examined under Clearcast’s guidelines to protect consumers from misleading claims:

  • Sections 11 and 13 Compliance: These sections of the BCAP Code specifically address the need for responsible advertising in weight control, which we help you navigate.
  • Scientific Evidence Requirement: Claims must be backed by robust scientific evidence. We assist you in compiling and presenting this data to meet Clearcast’s standards.

Upholding Ethical Standards in Messaging

Clearcast’s guidance is designed to prevent appeals to vulnerable demographics, such as under-18s, and to promote responsible messaging:

  • No Under-18 Appeal: We ensure your ads do not target this impressionable age group, aligning with Clearcast’s commitment to social responsibility.
  • Responsible Claims: Your ads will be crafted to avoid promising specific weight loss outcomes that could be deemed unrealistic or unhealthy.

By adhering to these guidelines, we help you create weight control ads that are not only effective but also ethically sound and compliant with industry standards.

Upholding Impartiality in Ad Clearance

At Hightower Video, we recognize the importance of Clearcast’s neutrality in the advertising clearance process. This impartiality is crucial for maintaining a level playing field in the industry and ensuring that all advertisements are evaluated by the same standards.

Clearcast’s Commitment to Neutrality

Clearcast serves a diverse range of industry stakeholders, from broadcasters to agencies and production houses. To maintain neutrality, Clearcast:

  • Evaluates Ads Equitably: Every ad, regardless of the advertiser’s size or influence, is assessed against the same criteria.
  • Operates Independently: As a non-governmental organization, Clearcast functions autonomously from its broadcaster funders, ensuring unbiased decisions.

The Significance of Unbiased Ad Clearance

Why is this neutrality so vital?

  • Fairness: It guarantees that all ads are given a fair chance to reach audiences, based on content rather than clout.
  • Trust: It builds confidence in the advertising industry, knowing that there is a watchdog ensuring honesty and decency.

Neutrality’s Role in Creative Freedom

Clearcast’s unbiased approach benefits your agency by:

  • Encouraging Innovation: Knowing that ads are judged on compliance rather than connections allows for greater creative risk-taking.
  • Protecting Agency Interests: It ensures that your creative output is judged solely on its merits.

A Decade of Consistent Clearance

Since 2008, Clearcast has cleared thousands of commercials, demonstrating a consistent and reliable track record in commercial clearance. This history underscores their role as a steadfast pillar in the advertising community, one that we at Hightower Video are proud to work alongside.

Adapting to Clearcast Standards for Streaming Services

As the advertising landscape evolves with the rise of streaming platforms like Netflix, understanding the potential requirements for Clearcast clearance becomes increasingly important. At Hightower Video, we’re here to help you navigate these new waters, ensuring your ads meet the necessary standards for digital content.

Clearcast’s Role in Streaming Platform Advertising

Streaming services are becoming a dominant force in the entertainment industry, and with that comes a new set of considerations for ad clearance:

  • Potential Requirements: While Netflix currently operates without traditional advertising, any future ad-supported models may require Clearcast clearance, similar to traditional broadcasters.
  • Ad Strategy Impact: Clearcast’s involvement would mean adapting your strategies to comply with their standards, which we can facilitate.

Meeting Digital and Streaming Content Standards

Clearcast’s standards for TV and VoD are well-established, and their application to streaming content implies:

  • Content Compliance: Ensuring your ads are honest, decent, legal, and truthful, as per Clearcast’s guidelines.
  • Creative Considerations: Balancing creative vision with compliance, a process we’re adept at guiding you through.

Preparing for the Streaming Advertising Evolution

The advertising terrain is shifting, and preparation is key:

  • Staying Informed: Keep abreast of industry changes and potential new Clearcast requirements for streaming platforms.
  • Expert Guidance: Rely on our expertise to preemptively align your ads with these evolving standards.

By partnering with Hightower Video, you’re ensuring that your agency is well-prepared for the future of advertising on streaming platforms.

Leveraging Clearcast’s Expertise for Substantiated Claims

In the competitive world of advertising, making claims that stand up to scrutiny is paramount. At Hightower Video, we understand the importance of substantiation, and we’re here to help you harness Clearcast’s expert advice to ensure your claims are not just bold, but bulletproof.

The Role of Clearcast Consultants

Clearcast’s consultants are a lighthouse in the foggy sea of advertising regulations:

  • Navigating Complexities: They help you navigate the complexities of advertising claims, ensuring every statement is backed by evidence.
  • Expert Insights: Their specialized knowledge in various sectors can be the difference between a claim that’s merely plausible and one that’s irrefutably credible.

Aligning Marketing Communications with Regulatory Standards

Clearcast’s guidance is instrumental in aligning your marketing communications with regulatory standards:

  • Regulatory Alignment: They assist in fine-tuning your messaging to comply with the latest CAP and BCAP codes.
  • Creative Balance: With Clearcast’s advice, you can strike the perfect balance between creative marketing and compliance.

Tools and Resources for Compliance

Clearcast offers a suite of tools and resources designed to streamline your compliance efforts:

  • Legal Text Calculator: This tool helps you determine the correct size and duration of legal text in your ads.
  • Clock Number Creation: A unique identifier for your ad, ensuring it’s tracked correctly through the clearance process.

By partnering with Hightower Video, you gain access to Clearcast’s wealth of expertise, tools, and resources, ensuring your ads not only captivate but also comply.

Utilizing Clearcast’s Advanced Tools for Ad Compliance

In the intricate process of ad clearance, precision is key. At Hightower Video, we integrate Clearcast’s advanced tools to ensure your agency’s advertisements are not only creative but also fully compliant with industry standards.

Legal Text Calculator and Clock Number Creation

Clearcast’s Legal Text Calculator is an invaluable tool for ensuring that the legal text in your ads is displayed correctly, adhering to both size and duration requirements. This is crucial for maintaining transparency with your audience and avoiding regulatory pitfalls.

  • Clock Number Creation: Each ad receives a unique clock number, a critical component for tracking your ad through the clearance process. This system streamlines the management of your submissions, ensuring nothing gets lost in the shuffle.

Managing the Flashing Test

The Flashing Test, also known as the Harding Test, is essential for viewer safety, ensuring that your ad does not induce photosensitive epilepsy:

  • Flashing Test Management: We help you navigate this test, ensuring that your ad meets the necessary standards to be broadcast without posing a risk to viewers.

The Role of Clearcast’s Clearance Body

Clearcast’s clearance body acts as a gatekeeper, ensuring that all ads meet the stringent criteria for broadcast:

  • Facilitating Approval: Their oversight is critical in the ad approval process, providing a structured and reliable pathway to getting your ad on air.

Advantages of CopyCentral and The Library

Leveraging Clearcast’s online systems, CopyCentral and The Library, offers distinct advantages:

  • Streamlined Submissions: These platforms allow for efficient management of your ad clearance submissions.
  • Centralized Information: They serve as a repository for all your ad clearance documentation, accessible anytime, which is essential for maintaining an organized and efficient clearance process.

By partnering with us, you gain the benefit of our expertise in utilizing these tools to their fullest potential, ensuring your ads are cleared efficiently and effectively.

Ensuring Clearcast Compliance with Hightower Video

At Hightower Video, we pride ourselves on our meticulous approach to ensuring that your video productions are fully compliant with Clearcast’s stringent regulations. Our team’s expertise in the BCAP Code and our comprehensive understanding of the clearance process provide you with the assurance that your creative vision will meet the necessary standards for broadcast.

Expertise in BCAP Code Compliance

Our team brings a wealth of knowledge to the table:

  • BCAP Code Mastery: We have a deep understanding of the Broadcast Committee of Advertising Practice (BCAP) Code, which governs the content of TV and radio advertisements in the UK.
  • Regulatory Insight: We stay abreast of the latest changes and updates to the code, ensuring your content is always compliant.

Aligning Creative Vision with Regulatory Requirements

We work closely with you to ensure that your creative ideas are realized within the framework of Clearcast’s guidelines:

  • Creative Collaboration: Our team collaborates with you to find innovative ways to express your message while adhering to compliance standards.
  • Feedback Integration: We help you interpret and apply Clearcast feedback to your content, ensuring a smooth approval process.

Localization and Adaptation Services

Hightower Video also specializes in adapting foreign content for the UK market:

  • Cultural Sensitivity: We understand the importance of cultural nuances and ensure that your content resonates with local audiences.
  • Localization Expertise: Our services include localization, UK standards conversion, and foreign content dubbing, making your content accessible and compliant for the UK market.

By choosing Hightower Video, you’re not just getting a video production service; you’re gaining a partner dedicated to ensuring your advertising content thrives in compliance and creativity.

Connect with Hightower Video for Custom Clearcast Solutions

When you’re ready to ensure your advertising content aligns with Clearcast’s standards, Hightower Video is your dedicated partner. We offer personalized Clearcast advice tailored to your unique needs, ensuring your campaigns are not only creative but compliant.

Personalized Clearcast Advice at Your Fingertips

To get in touch with us for bespoke Clearcast guidance:

  • Direct Communication: Reach out to our team via email at or call us at 020 7339 4700 for immediate assistance.
  • Online Inquiry: Submit a query through our website’s contact form, and we’ll respond promptly with the information you need.

Dedicated Support for Marketing Agencies

Our dedicated support for marketing agencies includes:

  • Account Management: We provide a Super User account management system, allowing you to maintain control over your Clearcast submissions.
  • Technical Assistance: For any technical issues, our helpdesk is available at or 020 7339 4780.

Why Hightower Video Stands Out

Choosing Hightower Video means benefiting from:

  • Decade-Long Experience: Our ten years of expertise in TV commercial production and Clearcast compliance ensure your content meets all necessary standards.
  • Creative and Compliant: We balance creative vision with regulatory demands, providing a seamless path to ad clearance.

Let Hightower Video be the bridge between your creative ideas and Clearcast’s compliance requirements, leveraging our extensive experience to your advantage.

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