The ASC submission checklist for first-time advertisers

First-time submissions stall because the substantiation pack is incomplete. Almost never because the creative is bad. The committee cannot screen what it can't see, so missing one document — a signed endorser certification, an expired permit, an unfiled medical director signature — pushes you back into the queue.

Use this as the assembly checklist before you hit submit.

1. The creative itself

• Final cut at broadcast resolution (for video) or print-ready artwork (for static). Storyboards and animatics are accepted for pre-screening but the finished version must be re-submitted before placement.
• All on-screen text and disclaimers legible at the placement size. Mobile-first creative needs to be readable at mobile playback dimensions.
• For OTC drugs and Home Remedy products: generic name in a box, placed immediately above the brand name, in a font larger than the brand name (per DOH AO 2016-008).
• For alcohol: "DRINK RESPONSIBLY" end frame for video or bottom-of- layout for static. No depiction of the act of drinking (liquid entering the mouth or being swallowed).
• For food and dietary supplements: the standard "MAHALAGANG PAALALA: ANG (PRODUCT) AY HINDI GAMOT…" message rendered per FDA AO 2010-008 specifications.
• For real estate: License to Sell number, project completion date, and developer name shown on screen or in layout.
• For banking and credit cards: "Regulated by the Bangko Sentral ng Pilipinas." For non-bank financials (e-wallets, pawnshops, remittance): "Supervised by the Bangko Sentral ng Pilipinas."

2. Substantiation documents

Map every claim in the creative to a substantiation document. If a claim has no corresponding evidence, either pull the claim or commission the research before submission.

• No. 1 / leadership claims: 12-month cumulative retail audit (volume and value) from an independent source — Kantar, Nielsen, GfK, or equivalent. National claims require coverage across the four major regional clusters plus key Metro Manila districts.
• Absolute claims: three independent tests at one-month intervals by an accredited third-party testing agency.
• Comparative claims: third-party research with documented methodology, sample size, field period, and appropriate qualifier ("vs another brand" or "vs previous formulation").
• "Most preferred" / "most recommended": third- party quantitative consumer research.
• Health and efficacy claims: the FDA Certificate of Product Registration. The advertising claim cannot exceed the CPR-approved indication.
• Scientific or technical claims: the published paper, peer-reviewed journal article, or laboratory test report.
• "New" or "improved": proof of launch date (within the last 12 months for "new," 24 months for "improved").

3. Talent and endorser documents

• Signed and notarized endorser certifications for every testimonial in the ad.
• Talent permits for child performers.
• Where an actor portrays an endorser, a signed and notarized authorisation from the supposed endorser allowing the portrayal.
• Credentials for experts (doctors, scientists, professionals). Endorsements by Philippine medical practitioners are subject to PMA Code of Ethics restrictions — verify whether the endorsement is permitted before booking the talent.
• Influencer contracts on file for paid partnerships. Where the influencer makes a must-screen claim, the underlying substantiation is still required — the endorsement does not replace it.

4. Regulator permits where applicable

• FDA Certificate of Product Registration: for food, supplements, OTC drugs, cosmetics, medical devices.
• FDA promo permit: for any consumer promotion involving an FDA-registered product (including pharmacies and drugstores running price-off or combo packs).
• DTI promo permit: for most non-FDA consumer promos and contests.
• NTC permit: for telco speed claims and price promotions. Speed tests must be conducted by NTC or an NTC- recognised organisation.
• CAB and DTI permits: for airline and transport promotional fares.
• DHSUD Advertisement Approval Number and License to Sell: for real estate.
• Medical director signature: for all pharmaceutical product advertising materials (DOH AO 2014-0040).

5. Internal sign-offs

• Legal review for any claim language, comparative reference, endorser language, or regulated category execution.
• Brand and marketing approval of the final cut.
• Agency project lead sign-off confirming the submission pack is complete.

The fastest path to clearance

Pre-screen at storyboard or animatic, fix the issues that surface, then submit the finished cut with a complete substantiation pack on first attempt. The agencies that consistently clear on first submission do this. The agencies that consistently re-submit treat substantiation as a post-production task — and pay for it in slipped launches.

AdScan reads your creative against this checklist before you submit. Try it on your next ad.