270

Completed Surveys

April 1 – June 30, 2026

Averages of the CEI question survey results by question:

Key Themes and Actions Taken from Open-Text Feedback: 

1.     Unclear comment and next step (n=4). Some respondents noted that review comments were not always clear and that, even after revisions were made, the reason the issue remained unresolved or the next steps required were not sufficiently specific.

Action Taken:  The review team discussed comment structure and wording, with a focus on clearly identifying all relevant Code considerations and explaining what remains unresolved. Providing a more complete rationale helps clients understand the full scope of the concern and address all aspects of the comment in the next round. Although reviewers are not copywriters, they are also encouraged, where appropriate, to provide examples or suggest possible copy or visual approaches to help clarify the intended direction.

2.     Differences across reviewers for the same brand (n=1). One respondent identified a perceived inconsistency in the feedback provided across reviewers for materials within the same brand.

Action Taken: As we enter into summer vacation season, a lot of brands may see multiple reviewers throughout the review cycle. Reviewers have been reminded to consult past files, review internal product notes and look for alignment in comment writing style so that issues do not appear new or different due to the choice of wording.

3.     Creative and subjective feedback (n=3). Some respondents noted that creative assessments can feel subjective, particularly when the rationale or preferred direction for repositioning content is not clear. This can contribute to additional rounds of review.  

Action Taken: The review team continues to discuss creative examples during weekly meetings to align interpretations, strengthen the objectivity and clarity of comments, and improve reviewers’ ability to communicate practical solutions. These discussions are intended to support clearer direction and reduce avoidable review rounds.

Clients may also consider an Intra-Review Consult when a creative issue would benefit from a live discussion. These consultations allow clients and PAAB reviewers to share screens, explore possible approaches, and work toward an efficient resolution.

Using the CEI and Tagging System



The CEI is intended to gather feedback on the client’s experience working with the reviewer, including the clarity, helpfulness, consistency, and timeliness of the review. Concerns about a specific ruling, interpretation of the Code, or application of PAAB guidance are best submitted through the tagging system, where they can be assessed independently.

Key Takeaways: 

• Survey Completion Rate is 20.8%, with this data capturing 270 responses out of 1027 surveys sent. Data should be interpreted with this in mind, as this is a relatively low sample size.  
• Ratings for all questions, on average, have been positive. This data set is reflective of the complete quarter. Results have remained generally positive and consistent with the data from all quarters of 2023-2025.

Why Do CEIs Matter? 

Completing the CEI benefits both clients and PAAB! 

How? 

•  Helps improve future review experiences industry-wide 
• Encourages clarity and consistency in reviews 
• Ensures positive reviewer practices are recognized and propagated 
• Identifies training needs for reviewers and process improvements
• Provides measurable accountability across the review system 

We continue to encourage you to be as specific as possible when providing feedback in order to help us best understand your experience with PAAB and create a meaningful action-plan to improve or disseminate best practices. Thank you for your continued participation in the CEI surveys!

A Quarterly Review of the eFiles Customer Experience Index (CEI) 

The CEI Survey launched on February 13, 2023. This review of the CEI data accounts for the data captured between April 1 – June 30, 2026.