The DSVP Blog
The anatomy of a TV ad?
When a TV ad comes on screen, do you rush off to make a cuppa, reach for the remote control or do you ever wonder about the vigorous compliance process that goes on before the ad gets to air? You don’t; full marks you have a life. That said the process is quite interesting.
As someone who has been involved in video production for 30 years, part of my work takes me into the minefield of TV advertising not only production and station delivery and but also compliance, of which I have experience, both first-hand and with media agencies.
In the main, published advertising compliance only gets “heavy” when someone complains to the Advertising Standards Authority, whereas with a TV ad, compliance is at the start of the process, often before a lens cap is taken off the camera and is generally carried out by an organisation called Clearcast.
If TV advertising didn’t work, companies would not spend huge sums of money both in creation as well as on campaigns. That said, targeted TV advertising is now affordable for smaller companies with the advent of Sky Adsmart. Contact me if you want to know more about this exciting new concept. I suspect that only those with inside knowledge know how tightly regulated TV advertising is. A TV ad is classified in a similar way to film and this determines when it can or cannot be shown. For an ad to get to air, leaving aside aspects that may be “offensive”, all the technical considerations, or even the visual imagery, there are strict rules on script content, in particular relating to claims made on-screen or in any voice over. Scripts are scrutinised by Clearcast and anything that is contentious will require substantiation. Any claims require substantiation. Whatever the product, whatever the claim, substantiation is required. This might be a simple explanation e.g. an ad for a show that had a script line “Direct from the USA”, the producers had to supply details of the US dates but a recent ad for a cosmetic product with the line “90% Vitamins and Minerals” had to supply a very complex scientific formula. Pedantic? NO!!! TV ads do not contain claims that might be heard coming from a stall in Petticoat Lane market.
Anyone who knows me, will know that political correctness is not high on my agenda but I think that Clearcast do a great job. They ensure that no misleading claims are made which, in turn, means that when you watch a UK TV ad, be it through Aerial, Satellite or “Catch-up” it is credible.
There are also strict rules surrounding the minimum time a caption must display, ensuring no subliminal influence. Whilst some captions may be deemed “exempt”, any claims will have to comply. Even the small print at the bottom of the screen, referred to as legalise, has to be of a minimum size. We often see statistics relating to “customer surveys”. Those surveys have to be trustworthy. The ones that translate to “In a survey of 25 customers who were invited to a posh hotel, wined and dined and given shed loads of free product to take home…” will be kicked into touch.
My experience with compliance is never far away. When I am at business network meetings, on occasion, very dubious sales claims are made, be it about product, service or cost savings. My hackles are raised and I always think, “Would this get through Clearcast”? If I say “having a video hosted on YouTube and embedded on your website will ensure a higher Google ranking” – dubious, but in the main true as Google rate YouTube included content higher. If I change “ensure” to “help get” that is true. However, if I claimed it would get definitely get you on page 1, then it would be “off to the Tower with Dave”! Same goes for cine film or video transfers. I am often getting calls from potential customers that have been given very far fetched claims on what is achievable. “Watchable” -YES of course but “Vibrant sparking colours with HD like with razor sharpness …” a Pinocchio moment at best! I would sooner lose a sale than make a promise that cannot be substantiated.
I have always tried to manage and exceed my clients’ expectations without making dubious claims. That contributes to my business longevity, along of course with my depth of experience.
For anyone considering video for their website or any other video related requirement, I can be contacted through my contact page by email david@dsvp.co.uk or by telephone 01268 412048
Call 01268 412048 | info@dsvp.co.uk