Clearcast is a non-governmental organisation which pre-approves most British television advertising. It came into being 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). More information...
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