We may think of them as aesthetic scourges — but are all billboards physically hazardous as well? The Outdoor Advertising Association of the Philippines (OAAP) assures the public that strong measures are being undertaken to address the ongoing scrutiny placed on billboards.
In an interview, OAAP president Atty. Joe Vale revealed that the owner of the billboard that collapsed on Santolan in October is not an OAAP member. “The fault of one company, especially a non-OAAP member, affects the entire industry. That billboard owner is not subject to the rules and regulations of the OAAP. All our members strictly follow the structure requirements computed at 220 kmp wind load,” stressed Vale.
Established in 1964, the OAAP implements stringent rules and regulations on its 100 members, who represent 80% of all billboard owners nationwide. The OAAP works closely with the DPWH and other government agencies and sectors to improve the current billboard advertising industry.
“The OAAP has already done a lot to prevent this type of disaster,” said Vale, referring to the (literally) killer billboards. “We have made representations to the Philippine Association of National Advertisers (PANA) and to advertising agencies to patronize members of OAAP only. We have also sought the support of the Advertising Board of the Philippines (AdBoard). Being an AdBoard member, mas madaling magkausapan (solution is easy to achieve),” Vale continued.
“The perception of the public, (whether the billboard owner is) OAAP member or non-member, is immaterial. If a billboard collapses, the whole industry is masama (irresponsible). It is unfortunate because we were starting to recover after Milenyo, but this incident has again affected (the industry). But we will recover. We are making moves to inform, like a press conference, to make it clear that the industry is strong in its efforts to promote safety and strict rules,” Vale emphasized.
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