Section 6. Screening (S1)
- The Advertiser/Ad Agency must be present to answer possible clarifications from the Professional
- The Professional Screener shall thoroughly review the material/s. Advertiser/ Ad Agency must present supporting documents to substantiate the claims, copy, audio, special effects, visuals, or any part or content of the
- The Professional Screener shall render one of the following decisions:
- Approved for Production
This is given to a material when copy, claim/s, and visuals are adequately substantiated. With this approval, the Advertiser/Ad Agency may proceed to production, recording, and/or printing.
An Approval is stamped on the copies of the storyboard/ script/layout and duly signed by the Professional Screener who approved it.
- Approved with Caution
This is given to a material when copy, claims and visuals are adequately substantiated, yet a specific visual, copy, claim, or its tone/mood/theme is considered sensitive and potentially controversial. The material may proceed to actual production, recording, or printing, but a reminder on care and sensitivity in the execution of the material is given.
Final approval is determined upon review of the produced material. Should the Professional Screener deem the specific execution and/or elements to be in violation of the ASC Standards of Advertising, the material will be disapproved.
This is given to a material containing copy, claim, visual, or elements that are clearly in violation of the ASC Code of Ethics and Manual of Procedures. The material is, therefore, denied permission to proceed to production unless the elements in violation are addressed by the Advertiser/Ad Agency.
In such instances, the Advertiser/Ad Agency may:
- Revise the copy, visual, or element in question during the screening. If the Professional Screener accepts the revisions, and no further concerns / questions on the material arise, the storyboard/ script/layout shall be given Approval for Production.
- Submit a formal request for reconsideration of the same material to be elevated to a Screening Panel. This is tantamount to an appeal. The Advertiser/ Ad Agency shall pay the Screening Panel Fee required for Screening Panel review prior to the schedule of the appeal session to the Screening Panel.
Refer to Section 5, 5.1, Appeal on Disapproval by a Professional Screener.
Disapproval is also given to sales promo applications submitted without the approved promo mechanics and approved promo permit from DTI, DOH-FDA, NTC, or other concerned government agency.
- File a new application and submit substantiation such as, but not limited to, the approved promo mechanics and promo permit from DTI, DOH-FDA, NTC, or other concerned government agency.
This is given to a material when copy/and or visual claims are adequately substantiated but the pre-requisite documents, e.g., DOLE permit, notarized endorser’s affidavit, BSP approval, NHCP clearance, etc. have not been submitted yet.
Pre-requisite documents must be submitted no later than 4PM of the tenth (10th) calendar day including the date of the application. At the end of the tenth (10th) calendar day, the INCOMPLETE application shall automatically be given a DISAPPROVED decision, without further notice to the Advertiser/Ad Agency, if the prerequisite document/s is/are not submitted.
Refer to Manual of Procedures Annex 2 for Pre-Requisite Documents and Mandatory Statements to avoid an Incomplete Decision.
- Refer to a 3-Man Screening Panel
This is given when the Professional Screener deems that the content of the ad requires a Screening Panel’s Review such as, but is not limited to, the following conditions:
- When the subject or execution deals with sex, sexy themes or innuendo, violence or morbidity, and other sensitive or controversial theme.
- When claims require further or complex technical substantiation from independent sources or a third party, especially ads of product categories or services that deal with technology and health.
- When claims may tend to disparage another brand, product, service, category or company, whether directly competitive or not
- The Advertiser/Ad Agency shall receive a printed copy of the Professional Screener’s decision form. Thus, it is imperative that the Professional Screener shall clearly state the potential violation/s on the Code’s provisions, specific comments, issues, warning/ caution, and other concerns he/she raised pertaining to the ad The S1 form serves as reference for any future disputes or questions on the material. The Advertiser/ Ad Agency may request for particulars if the statement of concerns is vague.
- Review by a 3-Man Screening Panel
Once the material is referred to a Screening Panel, the Panel has the prerogative to raise issues or question copy, claims, elements in the material outside those raised by the Professional Screener.
Ad materials will be reviewed based on the merits of the documents submitted/presented to the Professional Screener. Additional documents presented during the 3-Man Screening Panel’s review will not be accepted. Should the applicant wish to submit new evidence, a new application for screening must be submitted with corresponding screening fee. The material that was referred to a 3-Man Screening Panel will then automatically be disapproved should the applicant submit new evidence.
All advertisements shall be presented personally by an authorized representative of the Advertiser or Ad Agency. There may be more than one presenter.
- Scheduling of 3-Man Screening Panel Presentations
Advertisements that are referred to a 3-Man Screening Panel by a Professional Screener will be immediately scheduled for review. A Refer to Panel decision shall be indicated in the Professional Screener’s Decision Form.
In cases of No Show, the 3-Man Screening Panel will proceed to review ad materials referred to them by the Professional Screener on the scheduled Panel Review.
- Presentation Proper to a 3-Man Screening Panel
Advertiser/Ad Agency is given twenty (20) minutes to present their storyboard, script, or layout to the 3-Man Screening Panel, including set-up of equipment required and the questioning of the Screening Panel.
Presentation materials shall be submitted in three (3) copies, same as screening materials specification. Advertiser/Ad Agency must inform the ASC secretariat should there be requirement for multi-media projector, DVD, etc., prior to the scheduled presentation.
The 3-Man Screening Panel shall review only the material that is referred by the Professional Screeners. If the Advertiser/ Ad Agency decides to present a revised board/script/layout prior to presentation to the Screening Panel, the material shall be deemed as a new material and shall go through a new application with corresponding screening fee.
- Decision by a 3-Man Screening Panel
After the presentation, the 3-Man Screening Panel shall deliberate in compliance with the Code and shall render one of the following decisions:
- Approved for Production
This is given to a material when the substantiation/s to support the claim/s is/are found acceptable by the 3-Man Screening Panel. An Approval is stamped on the copies of the storyboard/script/layout and duly signed by the Presiding Chairman (“PC”).
- Approved with Caution
This is given to a material that has visuals or copy claims that may be controversial or sensitive in nature. However, the Advertiser/Ad Agency can proceed to production of the material.
Final approval is determined upon review of the produced material. Should the Professional Screener deem that the specific execution and/or elements violate the ASC Standards of Advertising, the material will be disapproved.
This is given to a material when the Advertiser/Ad Agency fails to substantiate the claim made in the ad or when the 3-Man Screening Panel finds the content in violation of the ASC Code of Ethics.
If a claim/s is/are disapproved, the Advertiser/ Ad Agency may:
- Present an alternative copy or revision/s on the spot to address the Panel’s If the revision/s is/are acceptable, the Panel may approve the material during the same session.
- Revise the material to address the Panel’s issues and then apply for screening of new material with corresponding screening fees. However, only the revised portion, the issues raised, and impact of the revision on the rest of the material, if any, shall be reviewed by the Professional The approval on the rest of the material by the previous Panel shall be upheld. The Advertising Specialist shall properly annotate on the Screening sheet to guide the subsequent Panel.
- File an appeal on the disapproval of the 3-Man Screening Panel, with the corresponding Appeal fee.
Generally, the 3-Man Screening Panel shall render their decision at the end of the screening session. Should the Panel be unable to render its decision at the end of the session due to procedural, technical, or any other concern, the Panel shall exert all effort to render a decision and officially communicate this to the Advertiser/Ad Agency within two (2) work days from the date of the completion of the clarification of the technical substantiation.