FAQ
Please ensure there is a space between the words when you search. We regularly check to see which words haven't produced any results and create an FAQ that answers it.
If you can't find the answer to your question in our FAQs, you might find it in our Welcome to Clearcast, brochure which outlines who we are and what we do. If you'd like a handy A5 sized copy sent to you, please request one from communications@clearcast.co.uk with your address details
Questions:
1) What does ex-kids mean?
2) What do I do if I'm advertising a product high in fat, sugar and salt (HFSS)?
Answers:
1) What does ex-kids mean?
Ex-kids (or PK in Clearcast speak) is a restriction applied to ads depending on its content or automatically in other circumstances. One thing to bear in mind is that it’s NOT a timing restriction but a scheduling restriction which will keep the ad away from breaks immediately before, during and immediately after children’s programmes. Children’s programmes for scheduling purposes also includes those programmes which have a high index of children viewers. It is worth contacting your media buyer about which programmes are included in the restriction as they do change.
An ex-kids restriction will be applied to an ad that contains, but is not limited to, mild and/or accidental interpersonal violence, where there is a risk of emulation but from which no serious harm would result, where very young viewers may be scared by the contents of the ad or where there is mild sexual activity or innuendo.
There are also certain circumstances where an ex-kids is applied automatically regardless of content (though, if the content requires a higher restriction then that will apply). An ex-kids will be applied when the advertised product is a licensed medical product, where it features a film or video game that has been BBFC or PEGI rated 15 or above. An ex-kids is also automatically assigned for adverts for sanitary protection, condoms and where we see matches or candles being lit (again the content may require a higher restriction).
If you're in any doubt you should contact your Clearcast executive.
2) What do I do if I'm advertising a product high in fat, sugar and salt (HFSS)?
New content and scheduling rules were introduced in 2007 which have an impact on advertising products which are high in fat, sugar and salt (HFSS). This is determined through application of a nutrient profiling mechanism devised by the Food Standards Agency (FSA)
Further Info:
Practical Guidance for HFSS advertising