The Philippine advertising industry is set to celebrate fifty years of self-regulation with a series of events over the next three years, starting in 2024. The celebrations will begin with the “Patas na Patalastas: National Summit on Fair and Progressive Advertising Self-Regulation,” scheduled for September 4-5, 2024, at Makati Diamond Residences.
This event, rich in history and forward-looking insights, is organized by the Ad Standards Council (ASC), a coalition of seven associations representing key stakeholders in the industry.
As the advertising and communications landscape evolves with emerging technologies, new methodologies, and diverse perspectives, the summit aims to bring together industry professionals, from veterans to young thought leaders, to create a blueprint for progress that prioritizes consumer protection.
The ASC-led summit seeks to strengthen the advertising community’s commitment to delivering truthful and responsible advertising. The ASC’s trade sector members include the Association of Accredited Advertising Agencies of the Philippines (4As PH), Digital Marketing Association of the Philippines (DMAP), Kapisanan ng mga Brodkaster ng Pilipinas (KBP), Media Specialists Association of the Philippines (MSAP), Philippine Association of National Advertisers (PANA), United Print Media Group (UPMG), and Out of Home Advertising Agencies of the Philippines (OHAAP).
The Ad Standards Council collaborates closely with government entities to ensure that all products and promotions adhere to official regulations.
The Path to Responsible Advertising: Freedom Through Self-Regulation
Did you know that every ad you see undergoes a rigorous process to ensure it is fair, factual, and suitable for public consumption? Through self-regulation, Philippine advertising follows guidelines that promote fair-trade practices, present substantiated claims, and protect consumer rights. The ASC is the designated body responsible for maintaining advertising standards and upholding its Code of Ethics and Standard Manual of Procedures, developed to safeguard consumer interests.
Self-regulation in advertising is a unique practice that balances creative freedom with accountability. It is a catalyst for change, fostering an environment where rights and responsibilities coexist for the benefit of both the industry and consumers. This approach upholds high standards, promotes accountability, and builds consumer trust, all of which are essential for a thriving advertising ecosystem.
Summit Chairperson Bobby Barreiro, ABS-CBN Chief Partnership Officer, emphasized the importance of the summit, saying, “It is a privilege to host this summit alongside some of the most prolific and dedicated media and advertising practitioners. Keeping self-regulation relevant is our duty as guardians of the industry. This summit aims to elevate the industry through self-regulation and utilize technological tools for good. It is our collective responsibility to protect the Filipino consumer and promote responsible advertising.”
A Launchpad for Industry Collaboration
The “Patas na Patalastas: National Summit on Fair and Progressive Advertising Self-Regulation” will serve as a town hall for stakeholders, designed to highlight the importance and relevance of self-regulation for the future.
The summit will feature discussions on critical topics such as “The Impact of Fair and Responsible Marketing Communications on Business,” “Government Partnerships with the Private Sector on Self-Regulation,” and “Protecting Consumers on Digital Platforms.” Additional sessions will cover relevant issues like Artificial Intelligence and Influencer Marketing, with a broader perspective provided by a discussion on “Advertising Self-Regulation from a Global Perspective,” featuring a guest from the Asia-Pacific region.
Jun Nicdao, a founding member of the ASC and Chairman of the KBP Board, added, “The ‘Patas na Patalastas: National Summit on Fair and Progressive Advertising Self-Regulation’ marks the beginning of a journey to unite the industry in a shared mission. We aim to reignite a passion for advertising that goes hand in hand with a commitment to self-regulation and respect for consumer protection.”
