PHILIPPINES – JULY 11, 2011 – Is self-regulation not enough for the ad industry? The Metro Manila Development Authority (MMDA) has formed its own committee for screening advertisements on billboards.
The move follows the rolldown of the Bench Body billboards featuring the Philippine Volcanoes on EDSA-Guadalupe last week.
According to gmanews.tv, the MMDA had previously consulted with the Advertising Board of the Philippines (AdBoard) and backed down on regulation, focusing instead on structural requirements.
The committee will be headed by Marikina Mayor Del De Guzman, with Fr. Roderick Castro of the National Shrine of the Our Lady of Guadalupe and MMDA Spokesperson and Assistant General Manager for Planning Tina Velasco as members, according to MMDA Chairman Francis Tolentino in a Manila Bulletin report.
Tolentino stated that the creation of the committee expands the ad industry’s self-regulation to involve the government, religious sector and consumers.
Velasco added that the new regulations to be drawn up by the committee will echo the AdBoard Code of Ethics, which upholds the promotion of good moral values and decency.
Since 2008, the AdBoard has handed over the screening and dispute settlement functions over ads to the Ad Standards Council (ASC).
The ASC is the industry body that handles the screening of broadcast, out-of-home (including billboards) and print advertising materials, particularly the pre-screening of ads "with sexy tones, exposure of human body and similar execution".
The issue brings up the age-old question: who is ultimately responsible for policing advertising content?
Image licensed CC BY-NC-ND Michael Agustin via Flickr
