The Kapisanan ang mg Brodkaster sa Pilipinas (KBP), the country’s powerful group of television and radio networks, successfully steered the screening of broadcast materials away from the AdBoard’s Advertising Content and Regulation Committee (ACRC) and restored it to their scope of responsibility.
AdBoard dutifully handled the screening the advertising materials for over 30 years. The shift was triggered by KBP’s breakaway from the AdBoard, when the latter failed to resolve issues regarding the TV clutter.
The new body under KBP is called the Ad Standards Council (ASC) and begins its duties starting March 31, 2008. The ASC is organized through a tri-partite agreement between KBP, the 4As-P and the Philippine Association of National Advertisers (PANA).
The AdBoard, as the advertising community’s primary collective organization, continues to represent the advertising industry in its self-regulatory capacity with government and its various agencies, in the interest of consumer welfare and fair trade.
In a recent statement, the AdBoard said they will focus more of its time and resources to its self-regulatory responsibility in trade practice and conduct of the advertising business and profession.
“This is viewed by the AdBoard as an urgent and vital need in the face of the rapid changes in the nature and complexion of the advertising industry following developments in the economy and technology.”
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