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In the UK advertised claims are subject to close scrutiny by watchdog organisations; broadcast advertisements must be pre-cleared by Clearcast and both broadcast and print advertisements are scrutinised by the Advertising Standards Authority. These organisations require robust scientific evidence to substantiate claims being made.

Clearcast is the company responsible for the pre-transmission examination and clearance of television advertisements. As part of their licensing agreements with Ofcom, broadcasters are required to clear advertising before it is broadcast and advertisements transmitted on UK terrestrial and satellite channels should be submitted to Clearcast for approval.

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