ASC Circular 2025-007– ASC’s Acceptance of Home Panel Data as Support for a No. 1 Claim

Effective 28 July 2025, the Ad Standards Council (ASC) will be accepting HOME PANEL DATA (HPD) as support for a No. 1 claim aside from Retail Trade Audit. The following are the provisions to be implemented when using HPD as support for a No. 1 claim:

1. As with Retail Trade Audit (RTA), a “No.1” claim shall cover, at least, the immediately preceding 12-month cumulative volume and value data from an independent HPD source acceptable to the Ad Standards Council.
2. For a No. 1 national claim, the following area coverage shall be covered in:

• At least two (2) major provinces for each of the following regions: North and Central Luzon, South Luzon, Visayas, and Mindanao
• One key city representing North, South, East, and West areas of Metro Manila
• Details such as sampling size, representativeness, and the like shall be required to be submitted.

3. A cover letter from the data provider showing an executive summary of the information shall be submitted duly signed by the data provider’s Managing Director or equivalent.
4. For a No. 1 claim using HPD to demonstrate market leadership, the lead brand shall be established using twice the margin of error (MOE), regardless of sample size. This calculation assumes a 95% confidence level for the given sample size.Example: Brand X shampoo is used by 50% among 1,000 women for washing their hair. The true percentage answer for Brand X is actually between 47% – 53% percent given MoE of +/-3.1% for 1,000 sample size and confidence level of 95%. If the next most used brand usage level is 47%, then Brand X is not really the leading brand given the range of actual usage level of the brand. The two brands may actually just be used by the same % of women. Using twice the MoE, as a guide, more clearly establishes the lead of a brand.

5. Generally, RTA data shall trump HP Data while bigger sample evidence can offer better substantiation versus claims based on lower sample data. Note, however, the following:

• a. For categories not covered by RTA, HPD shall be the primary source of data to support a No. 1 claim.
• b. For categories where the bulk of business is not covered by RTA but is covered by HPD, HPD shall prevail as the primary source of data to support a No. 1 claim.

6. 6. No product or service without a competitor shall make a “No.1” claim.
7. class=”p2″>7. If the No. 1 claim is not qualified, as to area, it shall be assumed that the coverage of data is national. A No. 1 claim in sales relating only to a specific area or areas shall prominently specify the area or areas covered and follow the rules on qualifiers.
8. The ASC shall only accept a No. 1 claim in terms of distribution channel if done national in scope.
9. he ASC shall not allow coverage or qualifications based on gender or age.
10. A leadership claim shall continue to be allowed for service categories not measurable by volume and value using category-accepted standards.

The ASC will be doing a data driven periodic review as Home Panel Data accumulates and stakeholders’ experience collects. The ASC, together with MORES, may, after some time or when needed, revisit the provisions covering the substantiation for a no.1 claim using HPD.

For your guidance and strict compliance.