At ceremonies held at the Makati Diamond
Residences, 22 individuals were given the highest industry honors by the Ad
Standards Council in celebration of their role in paving the way for the
country’s advertising industry to take the reins and lead itself. In short,
liberating the industry to create and operate using self-regulating guidelines.
Do you know that the ad you just saw
underwent a process to make sure it’s fair, factual and fit for public
consumption? In the Philippines, advertising runs on self-regulation.
Advertising adheres to guidelines that promote fair-trade practices, presents
substantiated claims, and protects the rights of consumer. Advertising
undergoes a certification process as proof it is fit to show consumers,
administered by the Ad Standards Council.
The Ad Standards Council and
self-regulation symbiotically is defined as an organization running on its own
codes, rules, guidelines without intervention from external bodies. ASC is the
designated private sector organization in the country that upholds advertising
content, creates and abides by its Code of Ethics and Standard Manual of
Procedures developed and approved by its members intended to safeguard consumer
interest.
The practice of self-regulation enables the
industry, through the ASC, to operate independently, without external
intervention. This ensures that the advertising industry continues to uphold
its high standards and the industry stakeholders remain accountable to
consumers in their craft. Self-regulation helps foster consumer trust necessary
to generate a healthy advertising ecosystem.
A History of Self-regulation
The wheels to the creation of
self-regulation started rolling in 1974. Its historic mounting with a
multi-sectoral gathering of various entities headed by The Mass Media Advisory
Council instituted a new system of self-regulation in what would become the
advertising Code of Ethics signed and ratified. This was later implemented by
communications and broadcast trade organizations. In 1974 the Philippine Board
of Advertising (created in 1973) would take over the role as implementing body
of the Advertising Code of Ethics. [Full history, attached]
The Philippine Model of Self-regulation
While self-regulation is practiced in other
countries, the Philippine model of self-regulation procedure is lauded by its
counterparts for its ability to sustain relevance. The ASC model is unique with
its structure that includes 7 member associations namely: Association of
Accredited Advertising Agencies of the Philippines (4As PH), Digital Marketing
Association of the Philippines (DMAP), Kapisanan ng Brodkasters 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 ASC also works in partnership with
government entities including Department of Trade and Industry, Department of
Health, Food and Drug Administration, Department of Agriculture, Department of
Agriculture, National Meat Inspection Service, Movie and Television Review and
Classification Board, Department of Human Settlements and Urban Development,
Department of Labor and Employment, Civil Aeronautics Board, National
Telecommunications Commission, Bangko Sentral ng Pilipinas, Intellectual
Property Office of the Philippines, Philippine Amusement and Gaming Corporation,
Department of the Interior and Local Government, and the National Historical
Commission of the Philippines.
The Honorees
From the industry’s illustrious history,
the ASC, current protector of Self-regulation, honors 22 trailblazing men and
women who championed the right for the freedom to practice advertising and
operate agency businesses without intervention. Fifty years ago, they served as
the bastion of professionals that stayed true to the Code of Ethics of
Self-regulation, and instilled self-discipline within its ranks. [Full
description of honorees, attached].
1. Francisco S. Tatad
2. Kerima Polotan Tuvera
3. Teodoro F. Valencia
4. Jimmy Vergara
5. Abelardo L. Yabut Sr.
6. Noe S. Andaya
7. Antonio Barreiro
8. Antonio L. Cantero
9. Gregorio S. Cendaña
10. Raul N. Choa
11. Francisco Claudio Jr.
12. Andres C. Cruz
13. Napoleon R. Cruz
14. Luisita G. David
15. Francisco R. Floro
16. Romeo G. Jalosjos
17. Emiliano P. Jurado
18. Don Lee
19. Lyle K. Little
20. Yen Makabenta
21. Walter Nye
22. Troadio T. Quiazon Jr.
The Medallion, The Designer
The Alon medallion serves as a symbolic
representation of the industry's unstoppable transformation and the waves of
influence that self-regulation creates to safeguard the integrity of Philippine
advertising. A nod to the pentad concept, a group of five waves signifies the
collaborative efforts of various stakeholders working in unison towards a
singular noble purpose.
Designed by Director Dante Dizon of 13
Lucky Monkey, the prototype started with sketches, then sculpted in wax by
hand. The lost wax method was used to cast the pieces in solid brass before
being hand polished with a dark patina for contrast and the back laser engraved
to contrast with the wabi sabi aspect of the sculpted piece.
Dante Dizon continues to spark the creative
plug in the most mundane. With over two decades in advertising agencies, Dizon
has exposure to global brands and other multi-talented creatives of the
industry. Tirelessly working on marketing campaigns, he pursued the world of
production, thrilled to be in the creative process of executing the advertising
outputs.
His area of work has evidently grown more
meticulous over the years as he currently co-manages 13 Lucky Monkey. From
sketching to molding and casting, Dante’s commitment to the painstaking art is
continuously recognized and appreciated across the globe, acquiring one client
after another. Dante Dizon’s versatility is what inspires the creative field to
go beyond bounds.
What they say about Self-regulation
Mick Atienza, ASC Chairperson and PANA
president, says, “It is important that brand builders and advertisers know the
relevance of self-regulation. It is by paying tribute to those that paved the
way for the creation of the guiding principles of self-regulation that we can
deliver its value to the consumer and how it protects their rights and
interests, and how the practice enables our industry to grow and contribute to
nation-building.”
Jun Nicdao, one of the ASC founders, KBP
Chairman of the Board, and ASC Chairperson of the multi-year celebration, says,
“The true power of self-regulation lies not just in its ability to foster
creativity, efficiency and growth, but also in its capacity to empower and
connect consumers, uphold ethical standards and form meaningful collaboration
that transcend boundaries and unite us in our shared mission. The multi-year
celebration aims to renew the industry’s commitment to self-regulation, to
celebrate achievements, and chart the course for the future built on the values
of integrity, responsibility, and excellence.”
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