As part of the 2013 SAG-AFTRA Commercials Contract (the
"Contract"), all commercials produced for television,
radio and digital platforms that feature SAG-AFTRA union members
(collectively, the "Commercials") must now incorporate
Ad-ID. Ad-ID is a standardized system that identifies and
tracks Commercial usage across multiple platforms.
Specifically, Ad-ID assigns a unique code to each Commercial and
tracks usage of the Commercial to help advertisers (and the
SAG-AFTRA union) to track required payments (as per the terms of
the Contract). To incorporate Ad-ID, an interested party must
follow the registration process to obtain an Ad-ID prefix, after
which the registered party can purchase Ad-ID codes for its
Commercials at prescribed rates (see
here for the current rates).
All Commercials created on or after April 1, 2014 must
incorporate Ad-ID, failing which Ad-ID is required to report to the
SAG-AFTRA union which advertisers, agencies and vendors are not
complying with the Ad-ID mandate. To help ensure Commercials
created after March 31 comply with the Contract, Ad-ID has created
a Sign Up Checklist (available here).
Gowlings is happy to assist with any questions regarding
these requirements or the Contract.
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