Who Are ClearCast and Why Are They So Important?
Short answer
Clearcast is the organisation responsible for reviewing and approving most television commercials before they can be broadcast in the UK.
Explanation
The role of ClearCast is to ensure TV advertising complies with strict UK advertising standards, helping protect viewers, broadcasters and advertisers from misleading, harmful or irresponsible advertising. This rigorous approval process is one of the reasons TV advertising remains such a trusted and credible advertising medium.
Unlike many other forms of advertising, UK broadcast TV commercials must go through a formal approval process before appearing on screen.
Clearcast reviews adverts against the UK Code of Broadcast Advertising (BCAP Code), which is enforced by the Advertising Standards Authority (ASA). This means advertisers must be able to substantiate their claims, demonstrate pricing accuracy and ensure their commercials meet relevant advertising regulations. The result is a highly regulated advertising environment that helps build consumer confidence and gives brands appearing on TV an additional layer of credibility.
What Does Clearcast Check?
-
Advertising claims – Statements such as "the best", "the fastest" or "number one" must be supported by appropriate evidence.
-
Pricing and promotions – Prices, special offers and promotional terms must be accurate, clear and not misleading.
-
Health and financial claims – Advertising in regulated or sensitive sectors must meet additional requirements.
-
Content and language – Commercials must avoid harmful, offensive, irresponsible or misleading content.
-
Legal and regulatory compliance – Advertisements must comply with relevant UK advertising codes and legislation.
-
Consumer protection – Clearcast helps ensure viewers receive responsible and trustworthy advertising messages.
Thinking about advertising on TV?
At TVADSWORK, we understand that navigating TV advertising regulations can seem complicated, particularly for businesses advertising on television for the first time.
That's why we manage the entire Clearcast submission and approval process on behalf of our clients, from reviewing scripts and advertising claims to arranging the necessary substantiation and securing approval before broadcast.
Our experienced creative and production team can also help develop commercials with compliance in mind from the outset, avoiding unnecessary delays and costly changes.