This paper outlines the procedures followed by Clearcast when clearing TV ads.

Clearcast’s work is organised on a “portfolio” basis. Individuals clearing copy are assigned agencies and are responsible for all work submitted to Clearcast by those agencies. Agencies can establish who their assigned individual is here.

Scripts

Clearcast aims to provide a substantive response or to approve scripts as quickly as possible. Agencies should note, however, because of their complexity and/or the need to take advice from one of Clearcast’s consultants it may not be possible to achieve a quick turnaround.

1. Submissions to Clearcast are passed to the assigned Clearcast contact to deal with. If the contact is away, we have a  team of cover staff in place to help cover the work of those not in the office. Email cover@clearcast.co.uk or speak to our receptionist on 020 7339 4700 who will connect you to the correct cover person. 
   
   The Clearcast contact forms a view and a plan of action. Clearcast is not at this stage in a position to offer an authoritative view to an advertising agency.
   
   If a script needs no evidence in support of claims or, if evidence accompanies the script and Clearcast is competent to assess it, the Clearcsat contact considers it against the Code and decides whether it can be approved. The Clearcast contact seeks agreement from a colleague on their initial assessment of the script (second read). When agreement is reached, your contact informs the agency in writing or by telephone  and approves the script on our clearance system, Adway. If the script is not acceptable, the agency is clearly advised why that is, which BCAP code or Clearcast guidance note is relevant and, where possible, is given suggestions on how the script can be made compliant.  If additional information is required to approve the script, the Clearcast contatc will clearly set out what information is required.  When an agreement is reached Clearcast approves the script on the clearance system.  Electronic records of all clearance is kept on Clearcast’s clearance system; the individual’s notes, exchanges between colleagues and external comments from agencies or other third parties are all kept on the system.
   
    
2. If issues are complex and require detailed technical evidence that Clearcast is not competent to assess, it may use of one of its panel of consultants. The assigned individual advises the agency if this needs to be done. This may arise only after initial assessment of original or supplementary information from an agency. The consultant is invited to advise Clearcast on the adequacy of evidence submitted in support of claims and Clearcast makes a decision on the acceptability of the script in light of that advice. The consultant’s opinion is for the benefit of Clearcast and is not normally released to an agency except to the extent that it is necessary to explain any decision to reject a claim. Consultants work for and are paid by Clearcast; they are not normally available for discussion with agencies or their clients. Agencies and advertisers may, however, request a face-to-face meeting with a consultant on one of Clearcast’s regular Meet the Consultant days. Where a consultant becomes involved, Clearcast’s initial view about a script may change and negotiation over changes may be needed. When agreement is reached Clearcast approves the script.
   
    
3. Because of complexity or uncertainty about the acceptability of a script, it can be submitted for consideration to the Policy and Copy Meeting (PCM) which takes place on a daily basis; PCM consists of Copy Group Managers and is chaired by the Head of Copy Clearance. The assigned individual informs the agency that the PCM will consider the script. Agencies are informed of the PCM’s view on the day of the meeting and that view is considered as Clearcast’s decision. Based on the outcome of the PCM’s discussions, Clearcast will either approve or reject the script.
   
    
4. If after the PCM has considered a script, agreement cannot be reached, the relevant Copy Group Manager can refer the matter to the Copy Committee. The Committee meets monthly and comprises of senior representatives from the sales departments from the shareholding companies, with observing members from the IPA and ISBA. Referrals to the Copy Committee are made only in exceptional circumstances and it is the final possible stage in the consideration of a script. The Committee’s decision is final. Recourse to the Copy Committee may result in modification of or addition to the initial Clearcast view of a script and based on the outcome of the Committee’s discussions Clearcast will either approve or reject the script.
   
   

The above procedure outlines the way scripts are generally dealt with. Not every script will need to go through every step of the procedure, for instance seeking a view from the PCM or the Copy Committee is necessary only in some circumstances. If, during the process, new scripts are submitted, the procedures outlined in step 2 above may need to be repeated.

Clocked and Roughcut Ads

Clearcast aims to provide feedback or approve clocked (transmission ready) ads within two days of ingestion.

1. Clocked ads must be accompanied with the correct approved script and a completed consignment note. Digital submission of ads improves the efficiency of the approval process and agencies should make every effort to use digital delivery. Ads are viewed at the daily viewing meeting and material correctly submitted by midday will normally be viewed the following morning. The meeting is attended by copy clearance staff and it is at the meeting that ads are approved for broadcast, with appropriate restrictions etc. If, for any reason, an ad is not cleared, the agency or advertiser is informed on the same day.
   
   
2. If there is disagreement about restrictions placed on clocked ads, it can be submitted to the Policy and Copy Meeting (PCM) meeting (see 5 above). If after the PCM has considered a clocked ad, agreement cannot be reached, the relevant Copy Group Manager can refer it to the Copy Committee (see 1 above).
   
    
3. Where transmission is imminent and material cannot be supplied to Clearcast with sufficient time available for standard clearance, Clearcast can give provisional clearance but only where the lateness is unavoidable and the submission is accompanied by correct and completed documentation. Provisional clearance is given only for ads with imminent air dates and normally only during working hours. It should be noted provisional clearance is not regarded by Clearcast as final and the decisions made can be overturned or modified at the later formal clearance stage as outlined above. An ad will not receive automatic provisional clearance merely because it is late or urgent. Clearcast can give this kind of clearance only when the ad passes technical checks for flashing and super-imposed text and when it believes the ad would have been approved it had been subjected to the formal clearance processes. 
    
4. Clearcast does not normally require sight of unfinished ads – ‘rough cuts’. If, however, agencies submit such material, Clearcast is happy to view it and give feedback in accordance with the clearance procedure for clocked ads. Approval of an unfinished ad does not guarantee acceptance of the final version because it may not be possible to undertake technical or other checks.