Sometimes the clearance process can feel a little confusing. We often find that lots of time and energy is devoted to the creative side of producing a quality TVC (television commercial) but ad clearance is a big old rush. It can be a huge stress for your media buyer, your production company and for you too.
But it doesn’t have to be. Once you’ve decided that TV is the platform for you, it’s essential you allow yourself enough time to also get through the clearance process. A good production schedule can make this easy. So why do you need ad clearance and how can you make it stress-free?
Here’s our guide through the process with a few hints on how to make it plain sailing.
The Key Players
The regulatory landscape is managed by four key bodies.
- Clearcast: The non-governmental organisation that pre-approves most UK television advertising on behalf of the major broadcasters. They follow the guidance of the BCAP and CAP Codes.
- BCAP & CAP (Broadcast/Committee of Advertising Practice): The committees that write the UK Advertising Codes.
- ASA (Advertising Standards Authority): The regulator that administers and enforces these codes, monitoring the UK advertising industry.
- The Clearcast Library: This is the single, integrated online system that has fully replaced the legacy CopyCentral system. The Library is the communications hub where you submit all stages of clearance (script, rough cut, and final TVC).
Clearcast is ultimately the defender of the public against false claims, sneaky sales tactics, and offensive content. They are the good guys, protecting what gets cleared for TV release and dealing with them shouldn’t be a nightmare if you follow the rules.
Step 1: Get your script approved before the shoot
Ideally your script will have been given the thumbs up by Clearcast before the cameras start rolling, and certainly before the edit. When it comes to the visual content, this can change during the shoot. But try to settle on your messaging well in advance in case it trips you up and slows you down. Sales messages, offers and bold claims like ‘the ONLY place in the UK to see unicorns’ are particularly tricky. You will need to substantiate every claim in your ad with a document to prove it’s true. This can be as simple as a brochure or insert to demonstrate that you do indeed exhibit the only unicorns in the UK.
Medical claims can be tricky as you will need endorsement from a certified medical professional or institution. If you have a sales message or offer you will need to fill out a Retail Substantiation Form with relevant pricing, offer end dates and T&Cs. It sounds daunting, but if you allow yourself a good 10 days in advance of filming there won’t be any surprises in the edit.
Step 2: Consider the small print
A ‘super’ is text superimposed onto an ad to provide additional information or clarification for legal or regulatory purposes. Back in the day the small print in an ad was the visual equivalent of that SUPER fast bit of voiceover at the end of a radio ad. You know it’s there, but no one actually expects you to digest it.
Recently, ASA research led to a change in the law in 2025. Supers now need to be easier to read so viewers know the wool isn’t being pulled over their eyes. The required text height is now bigger, strokes are advised and certain thin fonts will not be deemed legible. They also need to adhere to a minimum ‘text hold time’ which is calculated per word. Be mindful: the more clarification needed, the greater risk of having your lovely shots covered with text. Consider this when filming against very light or busy backgrounds.
Step 3: Allocate plenty of time for broadcast clearance
Post-production is where we often see a carefully planned schedule get squeezed, as it’s tempting to add a few more days for sign-off. Beware of this, as this will eat into the time your TVC submission needs to be ‘final actioned’. Allow 10 days (providing the script has already been approved) for submission and approval. This factors in any issues that may arise, allowing for changes to be made if supers are too small or too brief. At busy times of year, such as early Summer and pre-Christmas, Clearcast approval can take longer. Remember, in this final submission stage, it’s essential to make sure you are 100% happy with the content of the ad. Any changes to the copy after approval (such as contact info or offer end dates) will need to go back through the clearance process all over again with a new clock number.
Step 4: Quality Control
Once the copy of your TVC has been approved by Clearcast, there’s one more stage before it’s ready for broadcast. The final file needs to be uploaded to a delivery platform for a final quality check. This ensures your ad looks and sounds great on your audience’s TV, without a crazy colour grade or blowing the speakers with a deafening sound peak.
Step 5: Distribution
We use Cape.io for delivery where files are usually processed and delivered to channels within 24 hours. However, consider that most media buyers require the final clock number 5 working days before broadcast. Once your files are up on Cape.io and delivered to your channels it’s entirely up to you use them. You’re then free to air your ad again and again, as long as there’s no supers that specify an end date.
In conclusion, you can avoid lots of confusion if you’ve got a good production schedule in place. Allow a good 15 working days for clearance before your broadcast date. Ultimately, brand awareness ads are much, much easier to get through clearance than a flashy sale that needs lots of small print. Read more about Increased viewers + decreased prices: why now is the time to advertise on TV for more information about broadcasting your ad.
Jo Haywood
Jo founded Skylark Media in 2005 after carving out a career making climate change documentaries for the BBC and Discovery Channel. She is an environmental campaigner and avid tree-planter, now CEO of Skylark.