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**1. Clearcast Overview and Role:**
– Clearcast is a non-governmental organization responsible for pre-clearing most British television advertising.
– It ensures that ads comply with the UK Code of Broadcast Advertising.
– Established on January 1, 2008, Clearcast took over from the Broadcast Advertising Clearance Centre.
– Ownership includes ITV, Channel 4, Sky, and Warner Media.
– Approval covers scripts and final commercials for compliance with advertising codes.
– Mark White is the current Chairman, and Samantha Smith is the Managing Director.
– Clearcast reviews thousands of ads annually and plays a crucial role in maintaining advertising standards in the UK.

**2. Clearcast Decision-Making Process:**
Advertising agencies submit pre-production scripts to Clearcast to reduce the risk of producing unacceptable TV commercials.
– The agency’s copy group executive provides initial script comments.
– Substantiation must be provided for any claims in the commercial.
– The ad undergoes checks for legal text height, readability, and epilepsy triggers.
– Clearcast introduced a Fast Track service in 2019 for quick feedback on submissions.
– Clearcast’s decisions are not subject to judicial review, as ruled by the High Court in April 2016.

**3. Clearcast Services and Activities:**
– Clearcast manages the Attribution service with Peach Media for linking advertiser data with BARB.
– They oversee the CARIA system for confirming airtime bookings.
– A CPD Certified Training Programme is offered for agencies, advertisers, and broadcasters.
– New services like Copy Development and TV Admin have been launched.
– Clearcast provides resources, guides, and an online flash test on their website.

**4. Clearcast’s Impact and Decisions:**
– Clearcast’s denial affects the reach of advertisements and shapes the advertising landscape.
– Companies rely on Clearcast for approval to air commercials.
– The decision on the Rang-tan video by Iceland had significant repercussions, sparking public debate and online petitions.
– Clearcast’s decisions influence public discourse and awareness.
– The organization’s decisions impact the airing of commercials on TV.

**5. Clearcast Legal Status and Incidents:**
– Clearcast is a privately owned company that assists broadcasters in complying with the BCAP Code.
– Decisions by broadcasters through Clearcast are not subject to judicial review.
– An incident involving the denial of the Greenpeace video submitted by Iceland Foods Ltd in 2018 led to discussions on environmental messaging in advertising.
– Clearcast’s decisions are based on various factors, including the classification of advertisers like Greenpeace.

Clearcast (Wikipedia)

Clearcast is a non-governmental organisation which pre-approves most British television advertising. It is originated on 1 January 2008, and took over the responsibilities of the Broadcast Advertising Clearance Centre. Clearcast is now owned by four UK commercial broadcasters: ITV, Channel 4, Sky and Warner Media.

Clearcast approval is applied both to scripts and to the final commercials. Clearcast has to check that commercials comply with the Broadcast Committee of Advertising Practice (BCAP) code (rules) that applies to television advertising. They also clear video on demand adverts for the major broadcasters against the non-broadcast (CAP) code (rules). These include both good taste and decency criteria, and also a variety of technical and even medical constraints (advertisements may not, for example, contain flashing which would set off attacks of photosensitive epilepsy).

The current Chairman of Clearcast is Mark White. Samantha Smith has been announced as Managing Director replacing Chris Mundy in April 2020.

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