Advertising industry leaders gathered last
October 29, 2024, at Shooting Gallery Studios in Makati City to discuss the
relevance, impact, and implications of the newly legislated Republic Act
11996—better known as the Eddie Garcia Law—on the practice of Philippine advertising.
The joint General Membership Meeting (GMM)
brought together the Association of Accredited Advertising Agencies of the
Philippines (4As), Advertising Suppliers Association of the Philippines (ASAP),
Commercial Production Houses Group (CPHG), and Philippine Association of
National Advertisers (PANA), with key members reviewing the provisions of the
Eddie Garcia Law and its implementing rules and regulations (IRR), identifying
challenges resulting from the law, and proposing possible solutions.
R.A.11996 was initiated by film stakeholders
in 2019 following the untimely death of veteran actor Eddie Garcia caused by an
accident on set. Signed into law by President Ferdinand “Bongbong” Marcos Jr.
on May 24, 2024, and the IRR following on September 30, the law aims to protect
the welfare of workers in the film, television, and entertainment industries.
It establishes standards for worker safety, fair working hours, and health
protocols, while requiring clear definitions for terms such as “out-of-town
shoots,” written contracts for workers, health committees on set, and the
submission of production details to the Department of Labor and Employment
(DOLE) at least 24 hours in advance.
Though primarily targeted at the film and
television sectors, the law’s provisions also extend to advertising as they
affect any content that is filmed and broadcast—whether that be a full-length
movie, a 30-second commercial, a corporate audiovisual presentation, or branded
video content on social media. The overlap means the advertising industry must
now adapt its practices to comply with the new regulations.
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| Madonna Tarrayo presenting a brief overview of the Eddie Garcia Law |
“We have to understand the law because we want
to continue to work in a fair, safe, healthy, and respectful environment,” said
Madonna Tarrayo, President of UXS Inc. and of CPHG, and Chairman of ASAP. “In
order for all of us to thrive, we need a concerted effort, a collaborative
effort, involving all stakeholders in the ad industry.”
“This implies a paradigm shift for all of us,
not just for those in production,” added Paolo Villaluna, Director General of
the Film Academy of the Philippines. “The Eddie Garcia Law will affect everyone
in advertising, from agencies to clients, pushing us to change our ways of
working to ensure we protect our workers as they deliver creative outputs.
There will be big changes.”
The main presentation was followed by an
in-depth panel discussion with sectoral representatives from the industry weighing
in on the challenges and solutions for implementing the measures prescribed by
the law.
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| Margot Torres rallies ad executives during the panel discussion to support the Eddie Garcia Law |
“I think the advertising industry already has
a strong foundation of discipline, fairness, and respect for people’s time and
effort. While this law is primarily designed for film and TV, we support its
principles and can adapt its provisions within our industry-specific processes.
It’s vital, however, we collaborate to ensure compliance. We should lead the
way in upholding these standards ourselves,” said Margot Torres, Managing
Director of McDonald’s Philippines.
The discussion also touched on creating a task
force with immediate action plans, including developing educational programs to
raise awareness of the law among stakeholders, enforcing self-regulation, and
exploring industry-wide certification for certain production roles to ensure
compliance.
“There is a temptation to push creative and
production limits because we all have dreams, hopes, and ambitions for our
projects. Some might now feel constrained by the new law, but we need it for
the benefit of our workers,” said David Guerrero, Creative Chair of BBDO
Guerrero. “It’s going to be a challenge, but we can get good, or even better
results if we just work together and focus on what we can do with what’s
available to us.”
By fostering dialogue, prioritizing education,
and committing to compliance, the advertising industry can turn these new
regulations into opportunities—ensuring a safer, more sustainable environment
that supports both creative vision and the well-being of all involved.
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