London, UK — 17th December 2025 — Clearcast, the UK’s leading authority on television advertising clearance, has partnered with Northell (part of HH Global) to transform the UK’s advertising clearance process, bringing a new level of efficiency, transparency, and consistency to every review.
The partnership’s goal is to amplify human judgement, giving the copy clearance team faster access to their historical insight and knowledge. It will build on Clearcast’s existing technology and combine their clearance experience and knowledge of regulator rulings with MediaMagic®, Northell’s explainable AI-powered compliance, collaboration and intelligence platform, built specifically for regulated marketing environments.
“In a space where trust and accuracy are everything, explainability is essential,” said Sam Smith, MD of Clearcast. “The goal with our partnership with Northell is to support, our teams, by making the clearance process smarter and more consistent, while keeping complete transparency at the heart of every recommendation.”
MediaMagic’s strength lies in its ability to turn Clearcast’s historical decisions into an intelligent, auditable resource. When the platform highlights a potential issue, the clearance team can immediately see the relevant precedents, applicable regulatory clauses and confidence levels. This ensures every decision remains visible, reviewable, and ultimately governed by human expertise.
“Clearcast and Northell are creating a system that is trustworthy by design,” said Northell’s CEO, Peter Verster. “Our focus has and will continue to be on explainable AI that strengthens human decision-making rather than replacing it.”
By helping teams work more efficiently and more consistently, the partnership aims to set a new benchmark for responsible AI within regulated industries. It also establishes a model that can be applied far beyond advertising clearance, demonstrating how explainable AI can improve workflows anywhere when accuracy, accountability and human oversight are critical.
