MANILA – The Ads Standards Council has just released a circular on new guidelines on revisions to streamline the ad screening process.
Starting May 4, advertisers and ad agencies can only submit two minor revisions for each originally-approved material for both produced and not-yet produced work. All succeeding revisions will now need to be re-applied as new material.
The ASC receives and average of 110 first time applications, also called S1 applications, for screening daily and another 80 to 100 S2 applications which counts as revisions to the original work.
At least 25% of the S2 applications are only minor revisions, however, Mila Marquez, executive director of the ASC, explained that it takes twice as much time to evaluate compared to the originally-approved work.
With as many as three to five submissions of minor revisions on the same material, it is has made the screening process needlessly more taxing for Ad Specialists and Professionals Screeners.
“… it is difficult to follow numerous changes made from the originally-approved materials, More important, it is difficult to track the changes in the context of the material, especially those with claims,” Marquez concludes.
