The artcards, or flipcards as they are commonly known, feature a product shot, slogan and logo. A maximum of three lines of printing is allowed on each flipcard, and any wording on the flipcard must also be contained in the audio copy. All creative is subject to network and producer approval. This ensures that everything in the live field is completely visible when the TV camera frames the flipcard. 800 numbers are not allowed for major prize and vacation award advertisers.
Some programs feature live, in-studio product displays.
It must be descriptive of the featured product only. Double plugs and mentions of subsidiaries, suppliers or retailers are not allowed by the networks of record. Any claims made must be substantiated in writing and submitted with the audio copy. New can be used in the copy during the first six months that a product is available. Substantiation for release date must accompany the audio submission.