The primary function of The CAA is to promote, monitor and maintain standards of cinema advertising. This includes pre-vetting all cinema commercials to ensure conformity with relevant advertising codes.
The CAA provides UK market information in terms of admissions and screen numbers – admissions are released monthly and screen information quarterly. In addition, an industry standard survey – FAME – is produced on an annual basis which provides insight into cinemagoing and film viewing within the UK, as well as consumption of cinema advertising.
The CAA Copy Panel clears commercials for exhibition in cinemas in the UK and Republic of Ireland. No commercial may be exhibited in a cinema unless it has been cleared. For exhibition in the UK, cinema commercials must comply with the UK Code of Advertising, Sales Promotion and Direct Marketing (the CAP Code). This non-broadcast code can be downloaded from UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code).
For exhibition in the Republic of Ireland, cinema commercials must comply with the Code of Standards for Advertising and Marketing Communications in Ireland. This code can be downloaded from ASAI Code. All scripts, films and any other information you submit, will be treated in the strictest confidence.
The CAA aim to send out final approval on video submissions within 48 hours from receiving payment and video upload to the copy clearance site. Scripts and storyboards are only cleared weekly in the Copy Panel meeting, chaired by the Copy Consultant, held on Friday mornings.
The Copy Panel use an intranet site in which the panellists can log on, view and vote on advertisements uploaded. It is a private board and all advertisements are treated in the strictest confidence.
However, in the event of an advertisement being contentious amongst the Copy Panel it will be pushed to the weekly Friday morning panel meeting. You will be informed if this occurs. The maximum turnaround time for any piece of copy is 5 working days. All submissions not cleared in the week are sent out on Friday after review in the meeting. Scripts and rough cuts receive provisional approval only. Provisional approval does not guarantee final approval but will help ensure compliance with the relevant code.