Get approval for an identifiable final version and a defined publication scope, not a vague “looks good” message. Meaningful sign-off records what the client reviewed, what they accepted and which questions remain unresolved. It does not replace provider terms, contributor permission or professional legal review.
Freeze the version being approved
Give the final creative a version identifier and record its duration, language, soundtrack and caption version. Include the proposed destinations and campaign context with the review request.
Make the approval copy distinguishable from earlier drafts. If a later edit changes a price, claim, likeness, narration or qualification, identify the change and request the relevant approval again.
For Indian multilingual projects, name the reviewer for each language. Do not assume the person approving an English master has assessed a Tamil or Bengali adaptation they cannot understand.
Use a specific final-approval form
Ask the client to complete these fields:
- Exact export identifier and date reviewed.
- Approver’s name, role and scope of authority.
- Approved languages, destinations and campaign period.
- Factual claims reviewed, with supporting evidence references.
- Names, logos, likenesses and voices requiring confirmation.
- Captions, translations and disclosures reviewed.
- Permission questions reviewed by the responsible person.
- Unresolved issues and whether they block publication.
- Decision: approved, approved subject to listed changes, or not approved.
Separate factual approval from creative preference. “The pacing works” should not silently become confirmation that a numerical claim is supported.
Keep supporting customer information out of general review messages. Reference restricted evidence where appropriate instead of circulating private material.
Evaluate a hypothetical conditional approval
Hypothetical example: a fictional client reviews a 30-second Hindi advertisement, version H4, and replies, “Approved after the final sentence is softened.” The sentence currently says “Guaranteed results in seven days.”
That response is conditional, not approval of an unknown replacement. Record the requested change, produce H5 and ask the authorised reviewer to confirm the revised claim and complete creative.
Evaluate the sign-off using three checks: can another colleague identify the approved export, locate the claim decision and tell whether publication conditions were satisfied? If not, the approval record is too ambiguous.
Stop when approval exceeds the evidence
Hold publication if the approver has not seen the final version or a material rights question remains unresolved. Next, obtain targeted confirmation from the responsible person; do not ask the client to “approve all rights” as a shortcut.
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Sources and scope
Source material checked 29 October 2026; features/policies may change. Runway usage rights states that users retain ownership and rights as between themselves and Runway, with no Runway-imposed non-commercial restriction on generations and no formal credit requirement. It does not establish client approval or third-party permissions. The sign-off form and release decisions are editorial advice, not legal conclusions.