Clearcast Explained: TV Ad Clearance for Scottish Advertisers

Clearcast is the UK organisation that approves TV adverts before they're allowed to broadcast. Every advert on STV, ITV, Channel 4, Channel 5 and Sky must be cleared by Clearcast against the UK broadcast advertising code (BCAP) — first as a script, then as the finished ad. It's free on the channels Clearcast covers, the finished ad is usually cleared within 2–3 working days, and the most common cause of delay is unsupported claims. Here's what Scottish advertisers need to know.

What Clearcast actually is

Clearcast is an independent body funded by the major UK commercial broadcasters. Its job is to check that ads comply with the BCAP Code — the rules on what can be said, shown and implied on UK TV. Clearance doesn't endorse your product; it confirms the ad meets broadcast standards. Without it, broadcasters won't transmit your ad.

Why it matters to you

For a first-time advertiser, Clearcast is the part of the process most likely to cause a nasty surprise — usually because a claim ("the best", "the cheapest", "number one") can't be backed up, or because on-screen legal text is too small. Get it wrong after you've filmed, and you're paying to re-edit or re-shoot. Get the script approved first, and the rest is straightforward. This is exactly where an experienced agency earns its fee.

The three-stage process

1. Script clearance. Before you shoot, you submit the script plus any substantiation (evidence for claims) and storyboards. The script must spell out everything in the ad — visuals, voiceover, on-screen text. Feedback usually comes back in around three working days, either approving the script or asking for changes or evidence.

2. Rough-cut review (recommended). Not mandatory, but strongly advised: Clearcast reviews a rough cut, checks compliance and timing, and checks "supers" (the superimposed legal text) are big enough and held on screen long enough to be legible.

3. Final ad clearance. You upload the finished "clocked" ad. As long as it matches the approved script and is technically clean, it's usually cleared within 2–3 working days, and gets a unique "clock number" used through to transmission.

How long to allow

Clearcast advises leaving at least two weeks for the script stage (longer if a claim needs substantiation), and the finished ad usually clears in 2–3 working days. A sensible rule of thumb is to allow around 15 working days from first submission to being ready to air, and to add buffer around peak periods (pre-Christmas, early summer) when volumes are high. Clearcast also offers paid fast-track options when timing is genuinely tight.

What commonly gets rejected or delayed

- Unsubstantiated claims — the single biggest cause. Superlatives and comparatives need evidence on file.

- Illegible legal supers — text too small or not held long enough.

- Regulated categories — finance, health, alcohol, gambling and similar carry extra rules.

- Mismatched final ad — the finished film not matching the approved script.

- Technical file issues — the upload failing broadcast quality checks.

How much it costs

Standard Clearcast clearance is free if your ad runs on a channel Clearcast clears for — the cost sits with the broadcasters who fund it. Paid options exist only for extras like fast-track turnaround.

How Elementary Spark handles clearance for you

Clearance is built into every project we run — we write scripts that clear, prepare substantiation up front, design legible supers, and manage every Clearcast stage on your behalf. With 500+ ads cleared and aired and 20+ years' experience, we know what trips up first-time advertisers and plan around it, which is a big part of how we keep campaigns to 3–4 weeks brief to air.

Frequently asked questions

What is Clearcast?

The UK body that approves TV ads against the broadcast advertising code before they can air. It's funded by the major commercial broadcasters, including the channels STV carries.

Do I have to use Clearcast?

Yes — UK broadcasters won't transmit an ad that hasn't been cleared. We manage the whole process for you.

How long does Clearcast take?

Allow at least two weeks for the script and 2–3 working days for the finished ad — roughly 15 working days end to end, more at peak times.

How much does Clearcast cost?

Standard clearance is free on the channels Clearcast covers. Only extras like fast-track turnaround are paid.

Why do ads get rejected?

Most often because of claims that can't be substantiated, or legal text that's too small or too brief on screen.

About Elementary Spark

Elementary Spark Ltd, 48 West George St, Glasgow — Scotland's creative campaign agency and an STV partner. We manage Clearcast clearance as part of every TV project. hello@elementaryspark.com · www.elementaryspark.com