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The Ad Standards Council – policy for Facebook ads

The Ad Standards Council – policy for Facebook ads


Hello, everyone! Welcome to this episode of The IMC Classroom, with me Anwil Today I will be talking about the ASC’s digital guidelines and process of application, specific to Facebook ads In this video, we will be using ads for airline seat sales as an example The Ad Standards Council, or ASC, is the governing body that evaluates, and approves advertisements in the Philippines Their three main functions are: Screening of advertisements, with or without advertising claims Hearing of disputes on advertising content, and Resolution of disputes on advertisements arising from procedures of the ASC The first thing that advertisers should note is that: An ASC approval is exclusive to the medium as applied for and approved This means that an approval for other mediums like traditional media channels: such as TV, radio, and print, will not be applicable for digital ads and vice-versa Here are two things that you should remember about ASC’s policy for ads about airline seat sales before you can use it on Facebook Number one For brands under the non-regulated category, such as hair care, laundry, and clothing brands, Ads for Facebook are usually post-screened This means that you can already use your material without the ASC clearance However, there are some ads that need to be pre-screened and given an ASC clearance if it falls under certain categories, and is posted in a company/marketer-owned and marketer-related digital sites or if it is used as paid placements on other sites, such as Facebook. These are ads by brands under the regulated categories, such as alcoholic beverages, medicines, products under the Milk Code, and our example, Airline promo fares Number two Regulated categories, such as airlines, have laws that need to be followed and permits to secure before they can advertise In 2012, the Civil Aeronautics Board of the Philippines in partnership with the Department of Transportation and Communications and the Department of Trade and Industry released the Administrative Order No. 01, or more commonly known as the Air Passenger Bill of Rights Section 5 of this bill states that passengers have the Right to Clear and Non-Misleading Advertisements, and Important Reminders Regarding Fares And Section 6 states that passengers have the Right Against Misleading and Fraudulent Sales Promotion Practices The CAB Permit Number and Routing Number is a mandatory statement on ads for airline seat sales that is required by the ASC Now, that you know the basic principles when applying for ASC clearance, How do you apply? There are two general steps in the application process: Step 1: is to secure an Approval for Production and Step 2: is the issuance of Clearance for Display / Posting For application of screening, or S1, the advertiser needs to accomplish the form that you can download from their website The form must be submitted to the ASC office together with all the supporting documents, and the advertiser must pay a certain amount per application The ASC screener would then process, review and render a decision on the ads The advertiser must also submit a copy of the ad in the following specs: For static ads For video or moving ads For securing of clearance for Display / Posting, or S2, the advertiser needs to submit the final produced material to ASC Remember that your final material should be faithful to the layout or supporting document that you have submitted for S1 You are not allowed to revise your material once it has been approved While I discussed ASC guidelines specific to Facebook, it’s worth noting that most of them are generally similar to the ASC policies for other mediums as well I just gave a digestible rundown, but remember that there are a lot more policies and guidelines which must be followed, and they can differ based on your brand category and ad type Failure to comply with these rules may cause you or your clients to be penalized and required to pay a fine, so make sure to always check with the ASC. That’s it for today’s episode of IMC Classroom.

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