Clearcast moves into digital advertising with a new AI pre-screening offering.
Clearcast is moving into digital advertising with the launch of an AI pre-screening tool, as well as services for digital and non-linear campaigns; iClear and allClear.
Traditionally a TV advertising pre-clearing provider, ClearCast is expanding its offering to include compliance support for digital advertisers, brands, and agencies.
The two new offerings, iClear and allClear, will provide an AI-powered assessment and expert human review respectively.
iClear, the new AI tool, aims to help advertisers assess their online content against the UK Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP code). This gives marketers compliance reviews much earlier in the creative process helping them identify potential issues before it reaches the formal review stage.
allClear gives specialist human reviews using ClearCast compliance and trust experts, who’ll provide support before the campaign goes live. If the ad is investigated by the ASA, ClearCast will offer support through its compliance team.
These tools are designed for brands and agencies operating in complex compliance landscapes such as gambling, alcohol, and food and beverage.
Digital advertising is becoming an increasingly important vertical for advertisers of each and every industry with pressure mounting for marketers to develop campaigns which can extend their audience reach.
The tools are built and powered with Northell, and bring Clearcast’s wealth of compliance experience together with modern automation.
Peter Verster, chief executive at Northell, said: “Generative AI is transforming how organisations create and distribute marketing content, but increased speed and volume risk eroding hard-won trust. iClear combines explainable AI with deep compliance expertise and institutional knowledge from Clearcast, helping teams identify potential risks earlier, make better-informed decisions and apply compliance consistently across far greater volumes of content.
“By making that expertise both accessible and scalable, iClear brings meaningful compliance checks to more organisations and more content at earlier stages of the creative process, including areas where traditional compliance models have simply not been practical.”
