The interviewer wants to check that you know the Philippines has a self-regulatory ad body that enforces truthfulness and fairness, and that ignoring it can cause brand damage and wasted ad spend.
Describe the ASC as an industry self-regulatory body that reviews ads before they can run. Explain that advertisers must submit materials with evidence for factual claims, and if a claim is unsubstantiated, the ad must be revised or will not be approved.
Situation
In my previous role as a brand manager for a consumer goods company, we developed a TV commercial claiming our detergent removed 100% of stains.
Task
I needed to ensure the ad could air legally, so I was responsible for the ASC submission and substantiation of the claim.
Action
I prepared the ad materials and a formal substantiation document that included lab test reports from an accredited third party, showing the stain-removal rate. I submitted these to the ASC for pre-screening. The ASC reviewers asked for additional test data on one stain type, so we provided updated documentation. After a two-week review, the ad was approved.
Result
The commercial launched on schedule without any regulatory issues, and we avoided the risk of having the ad pulled for misleading claims.
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