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\u00a9 The Voice Realm<\/p><\/div>\n
What happens when it’s rushed<\/h2>\n
In the UK, the Advertising Standards Authority has ruled against radio ads for exactly this. In 2017 it upheld a complaint about two Plusnet radio ads, after a listener said the terms and conditions were too fast to follow. The ASA found the terms “were spoken at a much faster pace compared to the rest of the ad” and concluded that the ad was misleading. The ads weren’t allowed to run again in that form.<\/p>\n
Read that finding again, because it’s the most useful sentence in this whole guide. The ASA didn’t measure the legal line against a stopwatch. It measured it against the rest of the ad. The problem was the change of gear.<\/p>\n
The radio industry has been pushing for shorter legals for years, partly because long ones don’t work anyway. Radiocentre, the trade body for UK commercial radio, published guidance in 2020 to help advertisers write tighter terms, citing research in which “only 4% of listeners say they can recall any salient facts” from the terms in radio ads. Global, the radio group behind Capital and Heart, went further and capped legals at eight seconds; its policy note says “the 8-second legals cap will now be rolled out to all Radio ads from 1 December 2022.”<\/p>\n
So the copy is getting shorter in some markets. It isn’t getting easier to read, though, because a shorter legal is usually a denser one, and in plenty of markets you’ll still meet the full paragraph.<\/p>\n
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\u00a9 The Voice Realm<\/p><\/div>\n
Fast is a feeling, not a speed<\/h2>\n
Here’s the thing nobody tells you: a good legal read isn’t actually much faster than the rest of the spot. It sounds brisk because it’s flat, even and certain. A listener hears confidence as pace.<\/p>\n
What makes a read sound fast and clear at the same time:<\/p>\n
- \n
- Level pitch.<\/strong> In the body of the ad you’re shaping lines, lifting and landing. In the legal, keep the pitch on a gentle, steady line. That alone saves time, because you’re not spending syllables on melody.<\/li>\n
- Full consonants.<\/strong> When people rush, the ends of words go first. “Approved credit” becomes “approve’ cred’.” Land every final t, d and s, even at speed, and the words survive.<\/li>\n
- No dying fall.<\/strong> The classic legal mistake is starting strong and trailing off, as if you’re leaving the room. Keep the last word of the tag as present as the first.<\/li>\n
- Short pauses, not none.<\/strong> A tiny gap between ideas lets the ear file each one. Take them out and it all smears together. Leave them in and the whole thing actually sounds quicker.<\/li>\n<\/ul>\n
Think of an air traffic controller or a good train announcer. They say a lot in a short time, and you understand every word, because the delivery is even and the diction is crisp. That’s the register you’re after, warmed up to match the voice of the spot.<\/p>\n
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\u00a9 The Voice Realm<\/p><\/div>\n
Mark it up in chunks before you read it<\/h2>\n
Legal copy is written by lawyers for lawyers, and it doesn’t fall naturally out of the mouth. Five minutes with a pencil saves you twenty takes. If you’ve never marked a script before, our guide to pencil marks that make a script easier to read<\/a> covers the basics; for legals, three habits matter most.<\/p>\n
Split it into thoughts.<\/strong> Draw a slash between every separate idea: the offer, the condition, the exclusion, the instruction. Each chunk gets one even breath of delivery, and you’ll find most legals are four to six chunks long.<\/p>\n
Write out every number the way you’ll say it.<\/strong> Is 2.9% “two point nine percent” or “two point nine per cent”? Is $2,999 “two thousand nine hundred ninety-nine dollars” or “twenty-nine ninety-nine”? Is APR said as letters, or as “annual percentage rate”? Ask, then pencil it in above the figure. Numbers are where legal reads go wrong, and our piece on saying numbers and web addresses out loud<\/a> goes deeper on the choices.<\/p>\n
Find the one word that can’t be misheard.<\/strong> In most tags there’s a word the whole thing hangs on: “not,” “excludes,” “only,” “approved.” Underline it. It doesn’t get extra punch, but it must never get swallowed.<\/p>\n
Drug names and medical terms get the same care. If a pharmaceutical spot lists conditions you’ve never said aloud, check them before the session, the same way you would for any medical narration job.<\/p>\n
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\u00a9 The Voice Realm<\/p><\/div>\n
Keep it in the same voice<\/h2>\n
The single most common note a producer gives on a legal is some version of “don’t change gears.” The read should sound like the same person, in the same room, who has simply moved on to the small print.<\/p>\n
So keep your placement, your energy and your distance from the mic the same as the body of the spot. Don’t drop into a lower, quieter “legal voice.” Don’t brighten up into an announcer either. If the spot is a warm, smiling conversational read, the legal is a warm, efficient one. If the spot is a hard sell, the legal is crisp and businesslike, never mumbled.<\/p>\n
\n“A listener hears confidence as pace. The legal line sounds fast because it’s even, not because you sped up.”<\/p>\n
The Voice Realm<\/span><\/div>\n
There’s a practical reason too. Editors often cut the tag on to different versions of a spot: a thirty and a fifteen, a radio mix and a streaming mix, a new offer end date next month. If your legal sounds like a different session, every edit shows. If it sounds like the same breath as the line before, nobody can hear the join.<\/p>\n
Give the editor what they’ll ask for<\/h2>\n
The legal is the part of a commercial most likely to change after you’ve gone home, so record it in a way that’s easy to use.<\/p>\n
- \n
- Read it in the full spot and on its own.<\/strong> Record the whole ad through, then give the legal as a separate pass, two or three takes, with a beat of silence either side.<\/li>\n
- Give two speeds.<\/strong> One at your natural, comfortable legal pace and one a touch tighter. Slate them clearly so the editor knows which is which. A producer will often prefer your tighter take to digitally speeding up a slower one, because time compression starts to sound processed if it’s pushed.<\/li>\n
- Know the budget.<\/strong> If the producer tells you the tag has to fit in a set time, time a take and tell them where it lands. If it doesn’t fit cleanly at a clear pace, say so. Suggesting that a line could be cut is a lot better than delivering a read nobody can understand, and as the ASA case shows, an unclear legal isn’t a safe legal.<\/li>\n
- Keep the room the same.<\/strong> Pickups on legals are common, often weeks later. Note your mic position and settings so the new date or price slots in without a change of sound.<\/li>\n<\/ul>\n
Timing is its own craft, and our guide to how many words fit in a thirty<\/a> explains why the legal eats into the read before you’ve said a word.<\/p>\n
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\u00a9 The Voice Realm<\/p><\/div>\n
A ten-minute drill to get good at it<\/h2>\n
You don’t need a booking to practise. Legal copy is everywhere, and most of it is public.<\/p>\n
- \n
- Collect real tags.<\/strong> Copy the small print from a few car, bank and phone ads, or from the bottom of an offer email. Print them so you can mark them up.<\/li>\n
- Mark each one.<\/strong> Chunks, numbers written out, the one word that can’t be lost.<\/li>\n
- Read the line before it.<\/strong> Always rehearse the legal with the last line of the ad in front of it, so you practise staying in the same gear.<\/li>\n
- Record three takes and time them.<\/strong> Comfortable, tighter, tightest you can do while staying clear.<\/li>\n
- Play them to someone who hasn’t seen the copy.<\/strong> Ask them to tell you the offer end date and the main condition. If they can’t, the take failed, however good it sounded to you.<\/li>\n<\/ol>\n
That last step is the whole test. The rules in the US and the UK both come back to the same idea: an ordinary listener has to be able to take it in. Your ears are the wrong judge, because you already know what it says.<\/p>\n
Do the drill a few times a week and you’ll find legals stop being the part of the session you dread. They become the part where you quietly show a producer you’re a pro: quick, clean, the same voice to the very last word, and done in one take more often than not.<\/p>\n
Sources: Federal Trade Commission, “16 CFR 255.0, Purpose and definitions”<\/a> (Guides Concerning the Use of Endorsements and Testimonials in Advertising); US Food and Drug Administration, “21 CFR 202.1, Prescription drug advertisements”<\/a>; Advertising Standards Authority, “ASA Ruling on Plusnet plc”<\/a> (31 May 2017); Radiocentre, “Radio industry tackles over-lengthy advertising terms & conditions”<\/a> (5 February 2020); IPA, “Global Radio extends 8-second T&C policy to all sectors”<\/a> (15 August 2022).<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"
Car, bank and drug ads end in small print. How to read a legal disclaimer quickly and clearly, what regulators expect, and a drill to practise it.<\/p>\n","protected":false},"author":5,"featured_media":7236,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[235,504],"tags":[562,976,563,977,505],"class_list":["post-7235","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-voice-acting-voice-actor-2","category-voice-over-tips","tag-commercial-voice-over","tag-legal-disclaimer","tag-radio-ads","tag-script-reading","tag-voice-over-tips"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t
- Mark each one.<\/strong> Chunks, numbers written out, the one word that can’t be lost.<\/li>\n
- Give two speeds.<\/strong> One at your natural, comfortable legal pace and one a touch tighter. Slate them clearly so the editor knows which is which. A producer will often prefer your tighter take to digitally speeding up a slower one, because time compression starts to sound processed if it’s pushed.<\/li>\n
- Full consonants.<\/strong> When people rush, the ends of words go first. “Approved credit” becomes “approve’ cred’.” Land every final t, d and s, even at speed, and the words survive.<\/li>\n