The Clearcast Process: Why It’s Essential for TV Advertising Success
If you’re a brand manager, marketer or agency planning a UK TV campaign, understanding the Clearcast process is non-negotiable. Clearcast is the gatekeeper for all TV ads in the UK, ensuring your creative not only meets legal and ethical standards but also gets on air without delays. This guide walks you through why the process matters, how it works and how expert support can save you time, money and headaches.
What is Clearcast?
Clearcast is the UK’s independent body responsible for clearing TV ads before they go live. Their job is to check every commercial against the Broadcast Committee of Advertising Practice (BCAP) code - ensuring ads are truthful, not misleading and safe for viewers.
The Three-Stage Clearcast Process
Script Approval
Submit your script for initial feedback. Clearcast checks claims, substantiation and compliance with rules.
Rough Cut Review
A draft version of your ad is reviewed for visuals, audio and on-screen text. Feedback is given for any compliance issues.
Final TVC Clearance
Your finished ad (the clocked TVC) is checked one last time. Only once approved can it be broadcast.
Why is Clearcast So Important?
Legal Compliance: Avoid fines and pulled campaigns by ensuring your ad meets all UK regulations.
Brand Reputation: A compliant ad protects your brand from negative press or consumer backlash.
Efficiency: Early feedback prevents costly last-minute edits and delays.
Trust: Agencies and broadcasters require Clearcast approval to air your ad.
"Thank you for making our vision of care with choice and voice come alive. You were all amazing! Our first time doing a TV advert and you made it seamless and fun."
How Reel Film Supports Clients Through Clearcast
- End-to-End Management: We handle script submission, approvals and all Clearcast correspondence.
- Expert Guidance: Our team knows the process, pre-empts common pitfalls and stays ahead of the game when it comes to problem-solving.
- Fast-Track Options: Tight deadline? We can expedite the process and manage urgent queries, working with Clearcast to fast-track your media.
- Agency Partnerships: We support agencies as a white-label partner or direct production ally to clear their clients' campaigns with Clearcast.
Case Study: Just Live in Care TV Ad
Objective: Launch a TV campaign for a care company, focusing on trust, compassion and quality of life at home.
Approach:
- Developed a clear, compliant script highlighting real client stories.
- Managed all Clearcast submissions, problem-solving and feedback.
- Provided rapid turnaround for rough cut and final TVC stages, keeping the campaign on schedule.
Results:
- Ad approved by Clearcast on first submission - zero delays.
- Positive client feedback on clarity and compliance.
- Campaign delivered on time, with strong audience engagement and increased enquiries for Just Live in Care.
FAQs About the Clearcast Process
How long does Clearcast approval take?
Script and rough cut reviews can take several days each; final approval is usually within 24 - 48 hours if all issues are addressed.
What happens if my ad is rejected?
You’ll receive feedback with required changes. Reel Film can help you revise and resubmit quickly.
Can I get my ad fast-tracked?
Yes, Clearcast offers fast-track services. We can manage this for urgent campaigns but it does come with an fast-track fee from Clearcast.
Do online and VOD ads need Clearcast approval?
Most UK broadcasters require Clearcast clearance for both TV and Video on Demand (VOD) ads.
What documents do I need?
You’ll need your script, substantiation for claims and any required legal or technical documents. We can guide you through all of this.
Navigating the Clearcast process is critical for TV advertising success in the UK. With expert support from Reel Film, you can ensure your campaign is compliant, creative, and ready to make an impact - just like we did for Just Live in Care and many more brands.
Ready to get your TV ad cleared? Contact us for support at every stage.
