ASC Circular 2017-008 – Update on Circular 2009-002 Re the GENERICS ACT

Upon further consultation with the FDA, this updates Circular 2009-002 dated 29 July 2009 on the proper rendition of the generic name in various forms of media.

For advertisements on Television, Cinema, Radio, Electronic Billboard and Digital Videos, the ASC will implement the Generics Act of 1988 (R.A. 6675) based on the following specific guidelines:

A. Advertisements on Television, Cinema, Electronic Billboards and Digital Videos

a. For materials 30 seconds and longer

  1.  All TV, Cinema, Electronic Billboards and Digital Videos shall show the generic name at least twice in the material. The first showing shall be in the first brand mention or visual presentation. The second shall be towards the end of the material with the product shot prominently showing the generic name. On the first and second showing of the generic name, it should be shown for at least one (1) second.
  2. If the generic name on the product shot is not reasonably readable, the generic name shall be prominently shown separate of the product shot but within the same frame. In this case, the Generic name shall be at least one (1) point size bigger than the brand name.
  3. If the generic name is composed of two (2) or more molecules, each molecule should be rendered at least one (1) point bigger than the brand name and should still be the biggest font sized copy element in the frame where it appears.

b. For materials 29 seconds and shorter

  1. All TV, Cinema, Electronic Billboards and Digital Videos shall show at least once the product shot prominently showing the generic name and shall be shown for at least one (1) second.
  2. If the generic name on the product shot is not reasonably readable, the generic name shall be prominently shown at least once separate of the product shot but within the same frame. In this case, the Generic name shall be at least one (1) point size bigger than the brand name.
  3. If the generic name is composed of two (2) or more molecules, each molecule should be rendered at least one (1) point bigger than the brand name and should still be the biggest font sized copy element in the frame where it appears.

c. Advertisements showing two (2) or more products shall follow the same rules as stated above.

B. Advertisements on Radio whether recorded or live without reference to material length

  1. All Radio advertisements shall mention towards the end the following line “GENERIC NAME is the generic name of BRAND NAME”.
  2. Rendition of the generic name line should be reasonably audible.

C. Advertisements on Print, OOH, collateral’s and Static Digital Posts

  1. Generic name shall be rendered with the biggest font size compared to any other copy element in the material.
  2. Generic name shall be at least one point size bigger than the brand name.
  3. If the generic name is composed of two (2) or more molecules, each molecule should be rendered at least one (1) point bigger than the brand name and should still be the biggest font sized copy element in the frame where it appears.

For strict compliance.

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