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Mandate Q&A

This area contains Q&A regarding the SAG/AFTRA Ad-ID Mandate. Answers are provided by the JPC.

You can browse the entire list, or filter the list based on the categories below:

How does this impact other companies, besides advertisers and agencies?

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All companies should adopt best practices and be sure that any advertising assets that use union talent are consistently using Ad-ID codes.

Has the contract been ratified?

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The contract was ratified on May and the contract is retroactive to April 1. Per the contract, while there is a grace period through March 31, 2014 to allow the conversion, best practices clearly dictate against such brinkmanship. To ensure consistency with the SAG-AFTRA contract provisions, we strongly recommend that the transition to Ad-ID codes for all television, radio and digital commercial production begin as soon as possible.

For those clients that are not a signatory, do they need to use Ad-ID?

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Whether one is a signatory or not is irrelevant. So long as a commercial is produced under the collective bargaining agreement with SAG-AFTRA, it must use Ad-ID. Many companies that are not signatories produce union commercials through third party signatories or are required to do so by union talent appearing in the commercials.

Does the requirement apply to infomercials?

The SAG-AFTRA Commercials Contract does not apply to infomercials. They are not covered by the Collective Bargaining Agreement which was negotiated.

Does the agreement make any distinction about "Direct Response" commercials?

This depends upon the nature of the production. If a direct response offer is produced as an infomercial, sometimes called a long-form commercial, it is not covered by the collective bargaining agreement. On the other hand, if a direct response offer is made in, e.g., a :30 format and aired on television, it would be a covered commercial.  The best policy is to use Ad-ID on all assets to be certain reports that do need to be filed will be free from errors.

Do we need to use Ad-ID for ads containing union talent which are running outside of the United States?

If you are paying any of the actors union rates, e.g., a celebrity in an overscale contract or payment of the foreign use rates in the collective bargaining agreements, you must use Ad-ID.

Do I have to use the full Ad-ID code?

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Yes. Using all 11 or 12 characters provides consistency with what is actually stored in the Ad-ID system and ensures all necessary parties are using the same identification.

Do I have to re-slate all commercials that I may use past March 31, 2014 that I have already produced?

As long as the commercial is not edited or changed in any manner that makes it a "new" commercial under the contract, it may never need to be reslated. Nonetheless, it would be a good policy to do so. Reslating with an Ad-ID will help the JPC further the Clearinghouse Initiative that will create digital signatures all media silos in which commercials are broadcast. This is an integral step to developing the GRP model for talent payments.

Do even test spot/animatics need to be assigned Ad-ID codes after march deadline, when hiring SAG VO performers?

Yes, if a payment is going to be processed through SAG, (i.e., pension and health) there must be an Ad-ID code attached to it. Otherwise, SAG/AFTRA/JPC will be unable to track activities.

As long as the prefix is registered with Ad-ID, that is compliant with the SAG-AFTRA agreement, correct?

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No, a code is not an Ad-ID code unless it is created on the Ad-ID system.  Creating your own, even if the prefix is registered, is equivalent to not using one at all and violates the requirement.

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