FAQ
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Questions:
1) Can I make a superiority claim?
2) Where can I find information about compliance of my legal supers?
3) What are the rules on disclaimers for vehicles?
4) How do I make a teleshopping ad submission?
5) How long does it take a consultant take to get back with comments?
6) Will evidence submitted in support of advertising claims be kept confidential?
Answers:
1) Can I make a superiority claim?
Superiority claims are acceptable but require robust substantiation that should include comparative data against the whole, relevant marketplace.
2) Where can I find information about compliance of my legal supers?
A legal super is that text which is there to qualify a claim made in either voice over or text. There are specific rules relating to text height, duration and positioning and these can be found here.
3) What are the rules on disclaimers for vehicles?
In principle the rules are the same as for any other sector of advertising. Supers must comply with the rules on hold duration and height so that they’re legible and their meaning is clear. There are however some elements common in car ads that require legals.
If a ‘from’ price is stated and the car shown is not for sale at the starting price you’ll need a legal stating the name of the model shown and it’s price.
If a car ad makes any claim related to its fuel consumption or emissions you’ll need to add a legal stating on what cycle and under what circumstances the figures stated are achieved.
As for other sectors, if a particular car wasn’t available in all dealerships or there was any other type of availability restriction, this would need to be stated. Similarly any conditions related to a claim in the ad such as to qualify for free servicing you must drive under 35000 miles a year, any age requirements or qualifying criteria for a warranty will need to go into a legal. Credit offers will require the usual standard credit supers.
Any key exclusions to a claim will need a legal such as delivery restrictions.
Scrappage schemes are now quite common on car deals. If the price stated in an ad is related to a scrappage discount, this must be stated as should any other important condition related to the scheme, such as owning the car for over a year.
This covers the most common issues, chat to your Clearcast contact if you have any questions.
4) How do I make a teleshopping ad submission?
The Submission process for teleshopping scripts is exactly the same as for any other commercials. The process for the teleshopping shortform video submission is also the same as for any other commercials.
For any longform teleshopping ads (longer than five minutes), video submission is required in our Adway system and in addition, a DVD needs to be sent to Clearcast. Please ensure that you also directly contact the Clearcast Teleshopping team (Paul and Justyna) so that the status can be changed in the system from ‘awaiting tape’ to ‘new’.
Further Info:
File: Claims support
File: Testimonial form
5) How long does it take a consultant take to get back with comments?
The aim is that our consultants will respond to an initial request for advice within a week. However, this is very much dependent on the complexity of the issue being advised on and the adequacy of the supporting evidence supplied. In order to make the process easier our consultants have developed the Claim Support Model which helps the advertiser to identify the claims with a script and attach the appropriate evidence. The Claim Support Model can be found in Clearcast Forms
6) Will evidence submitted in support of advertising claims be kept confidential?
All confidential information submitted by or on behalf of advertisers will be held in confidence by Clearcast. Accordingly Clearcast will not disclose, copy, reproduce or distribute any such confidential information save only as is required in connection with the clearance and broadcasting of the commercial, except where Clearcast is required to do so by law or regulation or by governmental or competent regulatory authority.