ASC reference number: where to put it and when you need a new one

The ASC reference number is the code the Ad Standards Council gives to an ad application. The ASC guidebook calls the same thing the "ASC Reference Code" in some sections and the "ASC Reference Number" in others. ASC staff assign the code when they encode the application form. The advertiser then puts the code on the final ad, in the places the rules below describe.

This guide covers where the number goes on each type of ad, which ads do not need to show it, and which changes to an approved ad need a new application. Every rule below comes from the ASC Code of Ethics and Standard Manual of Procedures, effective April 29, 2024.

How an ad gets a reference number

Each ad material is applied for on its own S1 form, and ASC staff assign a reference code to each application.

A batch application is the exception. A batch application covers ads of the same brand that contain the same elements, such as the same layout in different sizes. An applicant can put up to five materials in one batch application. The batch gets one S1 application and one reference number for all the materials.

Ads that were not pre-screened can also get a number. When the Post-Screening Panel reviews an ad after a complaint and finds the ad compliant, the ASC issues a reference code to that ad.

Where the number goes on a video ad

On a moving ad, the ASC reference number goes on the last frame, together with the mandatory government phrase. The guidebook sets two exceptions:

• OTC drug ads: the phrase "If symptoms persist, consult your doctor." must sit on its own separate end frame.
• Food or dietary supplement ads: the phrase "MAHALAGANG PAALALA: ANG (NAME OF PRODUCT) AY HINDI GAMOT AT HINDI DAPAT GAMITING PANGGAMOT SA ANUMANG URI NG SAKIT." must be the only element on the last frame.

In both cases, the reference number moves to the first frame or the second to the last frame.

The final video file sent to the ASC for the S2 clearance must already show the reference code.

Where the number goes on a static ad

For print ads, traditional out-of-home ads, digital static ads and collaterals, the final artwork sent for S2 clearance must show the reference code.

For a static ad that will run across several platforms, the guidebook sets a layout:

• For products that need a mandatory phrase, such as OTC drugs and alcohol beverages, the phrase goes at the bottom right of the layout and the ASC reference code goes at the bottom left.
• For food or dietary supplements, the mandatory phrase goes at the topmost part of the layout.

Digital and social media ads

Digital and mobile ads generally do not need clearance before they run. Clearance is required when a digital ad falls under one of the mandatory screening conditions, such as a mandatory product category or a No. 1, absolute, comparative, exclusivity or superiority claim. When a digital ad has a reference code, the code goes on the ad itself or in the caption, where applicable.

Out-of-home ads

The reference code is mandatory on out-of-home ads. Out-of-home ads include billboards, transit ads, street furniture, banners and electronic billboards. Store signs and building signs with no claims, and materials that show only registered trademarks or brand names, are exempt from mandatory pre-screening.

TV and cinema ads do not show the number

The guidebook says there is no need to include the ASC reference number in TV and cinema ads.

The digital version of an approved broadcast ad is different. The digital version must show the reference number. An approved TV ad can run in digital only if the digital version is the same, exact material. If the digital version adds a new element, such as a caption, the digital version needs its own application.

When a change needs a new application

A reference number belongs to the material the ASC approved. The guidebook sorts changes into revisions, edits and derivatives.

Minor revisions can keep the approval

An applicant can ask to revise an approved S1 material only before submitting the S2 material. The applicant writes a letter to the ASC Executive Director with the reason for the revision and a side-by-side table of the original and the proposed change. The letter goes with the S1 decision form, the stamped layout, storyboard or script, and the revised ad. The ASC approves only minor revisions that are properly supported.

The guidebook gives these examples of minor revisions:

• Changing the music or sound effects.
• Deleting, adding or changing copy or visuals, including the background or non-celebrity talents, when the change does not radically affect the claims and needs no additional support.

Major revisions need a new S1 application

The guidebook gives these examples of major revisions:

• Adding or changing copy, claims or visuals that need additional support.
• Adding music that the S1 main document did not show, when no music certification was submitted.
• Deleting qualifiers that a claim needs.
• Changing the whole storyline, even if the claims stay the same.
• Changing a non-celebrity talent to a celebrity.

A major revision needs a new S1 application with the screening fees for that application. The ASC also allows only two revision requests on one approved S1 application. A third request needs a new S1 application.

Edits, derivatives and new formats are applied separately

• Edit-ups and edit-downs, which change the length of an existing ad, need a separate application.
• Derivatives, which add new footage to an original ad, count as a new material and need a separate application.
• A moving ad used on an out-of-home screen without audio needs a separate application, because the ad is no longer exactly the same as the approved material.
• A moving ad that will run in digital with a caption should be applied for with the caption.

Renewing a previously cleared ad

A previously cleared ad can be renewed only if the ad is exactly the same material. The renewal needs copies of the stamped script, layout or storyboard, the S1 decision form and the ASC clearance. The renewal also needs a certification of no product reformulation for the brand and its competitors, signed by the R&D head, and a certification that the total market has not changed significantly. For time-bound claims and the five claim types that need third-party support, the advertiser must submit updated support to get a new one-year validity period.

Show the number, but do not claim ASC approval

The ASC Code says ads shall not refer to approvals given by the Ad Standards Council or imply that the Council endorses the ad. Copy such as "ASC approved" breaks that rule.

Frequently asked questions

Does a TV ad need the reference number on screen?

No. The guidebook says TV and cinema ads do not need the number. The digital version of the same TV ad does need the number.

Where does the number go on a Facebook or Instagram post?

On a cleared digital ad, the code goes on the ad itself or in the caption, where applicable.

Can one reference number cover several sizes of the same ad?

Yes, through a batch application. A batch application covers up to five materials of the same brand with the same elements, and the batch gets one reference number.

Where does the number go on a food supplement video?

On the first frame or the second to the last frame. The last frame must carry only the "MAHALAGANG PAALALA" message.

Does changing the music need a new application?

A change of music is listed as a minor revision, applied for before the S2 submission. Adding music that the S1 main document did not show, with no music certification submitted, is listed as a major revision and needs a new S1 application.

Official sources

The rules above come from the ASC Code of Ethics and Standard Manual of Procedures, effective April 29, 2024. The Ad Standards Council publishes the procedures on its site, including Application for Screening (S1), Application for Revision and Securing Clearance. For the full screening process, read how to get ASC approval step by step and the ASC submission checklist.

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