MANILA – December 16, 2013 – The Ad Standards Council (ASC) recently released two circulars updating its guidelines for technical and procedural cases, as well as the submission of revision notices and produced materials.
In the revised guidelines for technical and procedural cases, inquiries or complaints on filed by advertisers or ad agencies must be supported by a monitoring report.
The approved revision reads: "Advertiser/Ad Agency may file a complaint or an inquiry that is supported by a monitoring report with the ASC Technical Committee on procedural or technical issues arising from cases involving advertising content."
The revised guidelines for technical and procedural cases also says that materials that violate pre-screening procedures shall be met with a Cease and Desist Order (CDO).
Other revisions stipulate that advertisers and ad agencies will be notified of violations and prescribed penalties; that there will be no complaint fee on inquiries submitted for possible ASC violations; and that advertisement owners, its ad agency or official representative shall be notified of allegations and will be asked to submit formal explanations on the alleged violations.
Meanwhile, the revised guidelines for submission of revision notices and produced materials now include the decisions that professional screeners may render when advertisers or ad agencies request for approval of revisions on material that has already been approved for production.
The revised guidelines now also state that "Revisions after a Clearance for Airing has been released will be considered as a new application. The revised material must then be re-applied, with the corresponding screening fees."
For the updated guidelines, visit the Ad Standards Council website.
