| INTRODUCTION |
Central Copy Clearance Ireland Ltd was established in February 2003 as an independent organisation to provide a pre-vetting service for all advertising of alcoholic drinks in Ireland. CCCI ensures that no media outlet in Ireland, whether print, broadcast, outdoor, cinema or the internet, will accept any advertising for any alcoholic drinks brand unless it carries a copy clearance number from CCCI.
The day-to-day running of the organisation is the joint responsibility of the Institute of Advertising Practitioners in Ireland (IAPI) - which represents the advertising agencies - and the Association of Advertisers in Ireland (AAI) - which represents major advertisers.
CCCI is funded by members of the Drinks Industry Group of Ireland (DIGI) - which represents brewers, distillers, distributors and retailers of alcoholic products. The member companies of DIGI, however, have no role in the running of CCCI, nor do they have any influence or involvement on its decisions.
Advertisements are revised against the backdrop of:
(a) Code of Advertising Standards Authority for Ireland 2001 (due for revision)
(b) MEAS September 2005
(c) Code for Sponsorships by Alcohol Drinks Companies May 2004
(d) Media Industry Voluntary Code to reduce the exposure of young people to alcohol advertising November 2004
(e) Ministerial Code of 1995
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| HOW IT WORKS |
CCCI was developed by the drinks and advertising industries as a positive response to the concerns of the Department of Health and Children about the content of some advertising and its appeal to children (i.e. under 18's). The model developed for CCCI demonstrates how self-regulation in the area of alcohol advertising can work effectively.
Each individual piece of advertising is pre-vetted. This can be copy, images or even concepts. The vetting, often at all stages of its production, is done by 2 managers who are experienced in the advertising industry. Pre-vetting applies to advertisements made in Ireland or developed internatioally, if they want to be used in Irish media. (In all there are 4 copy clearance managers.)
CCCI is run by a board of 9 directors, 4 advertisers nominated by the Association of Advertisers in Ireland and 4 advertising agency personnel nominated by the Institute of Advertising Practitioners of Ireland, their representative body. Mary Lambkin from UCD in the Independent Chairman.
When the advertisement is completed, it must be submitted to CCCI for final approval and issuing of a Publication Certificate and Approval Number.
(Please note that prior acceptance by CCCI of material submitted is merely an indication that the completed advertisement is likely to comply with the codes. Because there may be considerable differences between a script, the early development stages of an advertisement and the finished production, final approval is a requirement. This applies especially to broadcast media.)
All material submitted to CCCI will be dealt with on a strictly confidential basis and will not be discussed with any third party without the prior approval of the advertiser of advertising agency.
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| SUBMISSION REQUIREMENTS |
| 1. TV/Cinema |
| Initial Stage: |
2 copies of script, together with any supporting visual material (storyboard, animatic etc). |
| Intermediate Stage: |
VHS stape/DVD/Mpeg and 2 copies of script |
| Post-Production: |
VHS tape/DVD/Mpeg of completed commerical and 2 copies of post-production script. |
| 2. Radio |
| Initial Stage: |
2 copies of script |
| Post-Production: |
Audio cassette/CD/MP3 of completed commerical and 2 copies of post-production script |
| 3. Press/Magazines |
| Initial Stage: |
2 copies of layout and 2 sets of copy |
| Post-Production: |
2 copies of completed advertisement |
| 4. Outdoor/Transport |
| Initial Stage: |
2 copies of layout and 2 sets of copy (if body copy is involved) |
| Post-Production: |
2 copies of completed advertisements |
| 5. Internet |
| Initial Stage: |
2 copies of layout and 2 sets of copy |
| Post-Production: |
2 copies of completed material |
| 6. Any other non-traditional advertising (e.g. Ambient) |
| Initial Stage: |
2 copies of layout and 2 sets of copy (if body copy is involved) |
| Post-Production: |
2 copies of completed advertisement |
| Electronic Submissions |
| Material may be submitted electronically at any stage (PDF,MPEG etc). Please remember that scripts must be attached at all stage including production stages. You can email CCCI on clearance@ccci.ie |
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| Assisting the Copy Clearance Process |
If the advertiser of advertising agency believed it appropriate, additional relevant supporting material may be submitted for consideration (e.g. research, rationale, music, sfx, casting, clothing, setting etc.)
It is strongly advised that casting and music details including lyrics and artists where appropriate be included. All submissions should include appropriate contact details.
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| Timing |
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CCCI meets every Tuesday in the offices of the IAPI. In order for us to deal with the volume of material, we ask that, where possible, all material is submitted by late Monday, so that it can be dealt with early on Tuesday. In any event, submissions should be with us not later than 12 noon on Tuesday. Late submissions may be deferred to the following week.
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| Appeals Procedure |
Should any advertising material be rejected, the advertiser or advertising agency will be informed of the reasons for the rejection and advised if amendments can be made to make it acceptable. In such cases, the obligation will be on the advertiser or advertising agency to submit revised material for formal approval.
Should an advertiser or advertising agency strongly disagree with the final decision of the Copy Clearance secretariat, they may appeal that decision to the Appeals Committee of CCCI Board of Management. That committee will consist of the Chief Executives of the Association of Advertisters in Ireland, the Institute of Advertising Practitioners in Ireland and the non-executive chairman of the Board. The decision of the Appeals Committee will be final.
CCCI will have no role in dealing with complaints. The Advertising Standards Authority for Ireland will continue to set standards for advertising and to adjudicate on complaints received, including those for alcohol drinks advertisements.
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| Copy Clearance Form |
Each submission must have a copy of the clearance form identifying the stage of submission. This form can be downloaded here. This should include the reference number of interim stage approval. Please send this form the CCCI offices (click here for our address)
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| Responsibility Messaging Guidelines |
Please refer to the MEAS Code of September 2005
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| Sponsorship Codes |
The following codes and guidelines can be downloaded;
Sponsorship Code
Alcohol and Young People
Sponsorship code for Alcohol companies |
| General Guidelines |
(a) The life of an approval for each advertisement is 12 months from the date of that approval.
e.g. 06/01/31/00**** (i.e. year/month/actual date/reference number) expires 31st January 2007. A stamp is in place which clearly identifies the time frame - the reference number incorporates a full date, not just year and month.
(b) If you are a frequent advertisers, you may find it useful to sign a blanket waiver (to download please click here)- talk directly to CCCI regarding this.
(c) In the case of TV/Cinema submissions, we strongly recommend that you keep us 'in the loop' after the interim approval stage by advising us of any changes as the concept develops. This may involve a further interim script, a shooting script, casting, music etc. The finished commerical for final approval should be accompanies by a matching post-production script and you should allow time for this in your planning.
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| CONTACT US |
CCCI Personnel - Clearance Managers
Brian Ross
Trevor Jacobs
Colm Molloy
Jan Richards
CCCI
8 Upper Fitzwilliam Street
Dublin 2
Ireland
Tel: +353 1 676 4876
Fax: +353 1 611 4834
Email: clearance@ccci.ie
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