ASC Circular 2024-006 – Moratorium on the Implementation of ASC Pre-screening of Digital Promo Materials

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May 16, 2024

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Due to the request of the Philippine Association of National Advertisers (PANA) to defer the implementation of the new guidelines on the pre-screening of digital materials of all promotions with permits issued by the concerned government regulatory bodies, the Ad Standards Council (ASC) is announcing a moratorium in the implementation on the rules on pre-screening of digital promotional materials, as well as the implementation of penalties, effective Monday, May 13, 2024 pending the submission of a position paper.

However, the ASC will maintain the status quo on the implementation of the rules governing pre-screening of digital promotional materials for:

  1. Brands falling under the five (5) mandatory categories, namely:
    • Over-the-Counter Drugs (OTC) and Home Remedy (HR) Products
    • Food Supplements
    • Products falling under the Milk Code
    • Alcohol Beverages
    • Transport Promo Fares (e.g., airlines, TNVS, etc.)
  2. Promo materials with any of the five (5) MUST SCREEN claims:
    • Leadership or Number 1 claim
    • Absolute Claim
    • Comparative Claim
    • Exclusivity Claim
    • Superiority Claim
  3. Promo materials with sexy tones or tones of violence.
  4. Promo materials with direct (brand specified) comparison.
  5. Promo materials to be implemented in must-screen media (Broadcast and OOH).

Brands which will implement digital materials falling under any of the five (5) aforementioned situations, WITHOUT ASC pre-screening, and which will be reported by competitors or monitored by the ASC through its motu proprio authority, will be issued a Notice to Explain why the advertiser/brand owner should not be penalized.

Once the PANA’s position paper has been reviewed by the ASC Technical Committee and an agreement has been reached on the pre-screening guidelines of digital materials of all promotions with permit issued by the concerned government regulatory bodies, a new circular will be released by ASC for the information of the various sectors of the Advertising industry.

For your guidance and strict compliance.

A pdf version of this circular can be downloaded here

Download this as a PDF