The following is a step-by step guide to submitting content and analysing your ad content for compliance.
Step 1
To begin using CLEAR, under “Select Format” choose the channel that you want to use for your advertising content.
Format Types Explained
You have the following options:
Social Media Post: Select this format if your ad is free, organic content intended for your followers.
Youtube Video: Select this format if your ad is a Youtube video.
Social Media Ads: Select this format if your ad is paid or sponsored content that is targeted.
Display Ad: Also known as a banner ad. Select this format if your ad is an online ad that appears in a graphic or visual format on websites or apps. Display ads are distinct from text-only ads because they incorporate images, videos, audio, or animation to convey a marketing message
Print Ad: Select this format if your ad is going to appear in a physical, printed medium such as newspapers, magazines, brochures, flyers, posters, billboards, or direct mail.
Landing Page: Select this format if your ad is a digital advertisement whose primary goal is to drive traffic to a specific, standalone web page, a landing page that’s designed for a single conversion action.
Email: Select this format if your ad is a dedicated promotional email or direct email marketing.
Article: Select this format if your ad is an advertorial, sponsored or branded content for your website.
Audio Ad: Select this format if your ad is a spoken advertisement, delivered exclusively through audio-only platforms, like Podcasts or Music Streaming platforms.
TV Ad: Select this format if your ad is a paid television commercial video ad to be aired during scheduled TV programming or streaming television platforms
Radio Ad: Select this format if your ad is an audio-only commercial broadcast to be delivered on AM/FM radio, satellite radio, or online radio streams.
Press Release: Whilst not an advertisement in the traditional sense, this format is intended for checking any editorial content written you’ve drafted in order to be officially distributed to journalists and media outlets.
Step 2
Once you’re clear on the target channel for your ad, then select “Start Compliance Check”. This takes you to a new window, where you can simply upload or input your advertising content into our secure, enterprise-grade portal. The platform accepts a wide variety of formats, including text, video assets, image assets and print materials.
You can upload multiple media assets and each asset will be checked for compliance independently from the text.
Each uploaded asset equates to 1 credit used. In practice this means if you input a block of text and upload an image, then that counts as 2 assets. If you only input text to analyse, then that counts as 1 asset, and so forth. More on credits can be found here.
Once you're happy with your ad content and assets, hit “Continue“.
Step 3
This next step is where you can refine the title of your compliance analysis.
CLEAR currently supports compliance in the UK, which is selected by default.
Depending on your ad channel and format, you can select the ASA CAP code or the BCAP code.
The ASA CAP Code and the BCAP Code are both sets of rules created to regulate non-broadcast and broadcast advertising, respectively, in the UK.
If you’re not sure which code to select, then use the table below for guidance:
Differences between ASA CAP Code and ASA BCAP Code
Feature | ASA CAP Code | BCAP Code |
Full Name | UK Code of Non-broadcast Advertising, Direct Marketing and Sales Promotion | UK Code of Broadcast Advertising |
Governing Body | Managed by the Committee of Advertising Practice (CAP). | Managed by the Broadcast Committee of Advertising Practice (BCAP). |
Advertising Medium | Non-broadcast media | Broadcast media |
Examples | Print ads (newspapers, magazines), cinema, posters, digital (websites, social media, display ads, paid search), leaflets, email, text messages, and direct mail. | Radio and Television (TV) advertisements, teleshopping, and promotion for commercial broadcasters. |
Enforcement | Enforced by the Advertising Standards Authority (ASA), often through publishing adjudications online. | Also enforced by the Advertising Standards Authority (ASA), often working closely with the relevant broadcasting regulators (Ofcom). |
Once you've selected your format, you now need to confirm if your Ad is a Business-to-Consumer (B2C) Ad or a Business-to-Business (B2B) / Corporate / Government (B2B/G) Ad.
B2C versus B2B/G Corporate Ads
If you’re not sure, then follow the guidelines below:
Feature | B2C Ads (Business-to-Consumer) | B2B/G Corporate Ads (Business-to-Business/Government) |
Target Audience | A large, individual consumer base (e.g., anyone who drinks coffee). | Small, specialized groups of decision-makers (e.g., CFOs, IT Directors, Procurement Teams). |
Purchase Driver | Emotion and Immediate Gratification. Decisions are often impulsive, short-term, and based on desire, price, or brand loyalty. | Logic and ROI (Return on Investment). Decisions are rational, committee-based, and focused on efficiency, cost savings, and long-term value. |
Sales Cycle | Short: Usually days or seconds (e.e. purchasing a soft drink). | Long: Often months or years, involving multiple approvals, demos, and contracts. |
Messaging Tone | Exciting, relatable, fun, aspirational, or urgent. Focuses on the user experience and personal benefits. | Professional, informative, educational, and risk-averse. Focuses on data, credibility, and technical specifications. |
Media Used | Mass media (TV, mass social media campaigns, radio, consumer magazines). | Niche trade publications, specialized digital platforms (LinkedIn), industry conferences, and white papers. |
Product Focus | The Product Itself: Focuses on the specific item being sold (e.g., a pair of running shoes). | The Solution/Company: Focuses on solving complex business problems or showcasing the company's reliability and expertise (e.g., Enterprise Resource Planning software). |
Step 4
Click Run Analysis and let CLEAR handle the rest!
Step 5
Once you click "run analysis", CLEAR will validate all the ASA rules and apply the relevant ones to your ad.
The tool runs checks against both the copy and any media assets included in the ad.
The entire process takes a few minutes, you can sit back and watch the tool in action or come back later to view your Compliance Report.