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The the Outdoor Advertising Association of the Philippines(OAAP) was founded on August
13, 1964.
It drew up a code of ethics to regulate and promote the industry.
The Code takes an eight-point framework:
- Build structures only in areas where provincial or local government regulations permit the building of such structures;
- Locate structures with discretion and good taste with respect to frequency and concentration;
- Support zoning based on sound community planning;
- Display only outdoor advertising which adheres to the Philippine Code of Advertising Standards;
- Place displays only on properties owned or leased by the outdoor plant operators;
- Follow rigid standards of design, construction and maintenance in the interest of safety and good viewing;
- Support actively and continually worthy public causes through the contribution of space; and
- Fulfill obligation to advertisers and their agencies or their representatives both in the letter and in spirit of the contract.
Trade guidelines have been established and outdoor operators
follow strictly these guidelines to ensure the observance of the established
ethical practices in the country. Some of the guidelines include:
- Avoid installing billboards/advertisements of competing products or firms side by side or on the same line of vision;
- All outdoor signs must be properly identified;
- Temporary structure erected on proposed locations to identify the actual site of construction must be respected.
- Avoid the installation of a board to cover another board.
As to outdoor advertising copy, it shall not in any way contain
a statement or convey messages or visual displays that are:
- Obscene or offensive to public decency;
- False, misleading or deceptive;
- Offensive to the moral standards of the community; and
- Violative of any national or local law.
Source: Outdoor Advertising
Association of the Philippines.
But again, not everybody agrees.
Billboard collapses,
snarls Edsa traffic
by Dennis Carcamo
A commercial billboard in Mandaluyong City collapsed yesterday morning,
snarling traffic on the southbound lane of Edsa. Metro Manila Development Authority chairman Bayani Fernando reiterated his
call for a body to regulate structures along main thoroughfares.“With the present setup, all the provisions in the National Building Code
have been virtually violated,” Fernando said.He noted that a local government unit may be empowered to allow the
advertisements, but national government needed to oversee constructions that
could endanger the lives of motorists and pedestrians.He said public welfare and safety should be harmonized with business
interests especially when commercial ads and signs are mounted close to the
flow of vehicular traffic.Under the new policy of the Department of Public Works and Highways, huge
billboards have to be installed 100 meters away from the centerline of a main
road, such as Edsa.“There should be no commercial campaigns or advertisements along national
roads,” said Fernando, noting the owners of the massive displays even ignore
size requirements.Based on the police report, the giant commercial billboard of a known
boutique atop Roscar Building Boni Avenue fell around 4:20 a.m. after the steel
foundations gave way.The frames hit an electric post and came apart on the roof of the Metro Rail
Transit nearby, shutting down the electricity in the vicinity for a few hours.Using heavy equipment, including a crane, the
agency and Manila Electric Co. cleared the debris which constricted Edsa’s
early Sunday traffic.
on Edsa corner.
Source: Manila Standard Today
‘Kinse’ liquor advertisement controversy turns ugly
By Margaux Ortiz
True to form, the country's so-called "Dirty Harry" did what he thought was the best way to deal with a hard stance -- cut it out.
Alfredo Lim, who is running for senator under the Koalisyon ng Nagkakaisang Pilipino (KNP), removed the word "Kinse" from one of the Napoleon Brandy billboards, which has been branded as offensive to women and children.
Lim, accompanied by fellow KNP candidate Boots Anson-Roa, went to the Napoleon Quince billboard along Roxas Boulevard in Paranaque at 10 a.m. and took drastic action.
Lim hopped on a crane and had himself taken up to the 50-foot high billboard.
He then cut out the word "Kinse" from the 4-meter by 8 meter advertisement, which originally said "Nakatikim ka na ba ng Kinse Anos? (Have you tried a fifteen-year-old?)"
Below, a group of teenage girls cheered.
In a statement, Lim said the billboard contained derogatory statement that "offends decency and good customs and is considered a crime against public morals."
Various groups have asked Napoleon to dismantle the billboards but it has refused, saying there was nothing wrong with its message.
In Quezon City, Louie Lacson, 15, said she had always feared men drinking liquor in the streets, especially after the "Kinse Anos" ad came out.
"I am aware of the offensive depiction of the brandy ad," she said as she appealed to advertisers to be more sensitive in using ideas to promote their products.
Destileria counsel Bonifacio Alentajan condemned Lim's "destruction" of the Napoleon billboard in Paranaque City.
Alentajan said that they were preparing to file charges of malicious mischief and destruction of private property against Lim and Roa.
Alentajan added that they would also file a disbarment case against Lim, a lawyer.
"He should know better than to act like a tyrant -- an aspiring lawmaker who is himself a lawbreaker," Alentajan stressed.
Source: Inq7
