At a ceremony held at the Makati Diamond Residences, the Ad Standards Council bestowed the highest industry honors upon 22 individuals, recognizing their pivotal role in empowering the Philippines’ advertising industry to govern itself and operate within self-regulatory guidelines.
Did you know that every advertisement you see undergoes a rigorous process to ensure its fairness, accuracy, and suitability for public consumption? In the Philippines, advertising operates under a system of self-regulation, adhering to guidelines that promote fair trade, uphold substantiated claims, and safeguard consumer rights. Each advertisement must undergo certification to demonstrate its compliance with these standards, overseen by the Ad Standards Council.
The Ad Standards Council, operating independently and guided by its own codes and rules, plays a vital role in maintaining the integrity of advertising content in the country. It develops and adheres to a Code of Ethics and Standard Manual of Procedures, designed to protect consumer interests and uphold industry standards.
This practice of self-regulation allows the advertising industry, through the Ad Standards Council, to function autonomously, free from external interference. It ensures that industry stakeholders maintain accountability to consumers and uphold high standards of professionalism in their craft. Self-regulation is essential for building consumer trust and sustaining a healthy advertising ecosystem.
A Legacy of Self-regulation
The journey towards self-regulation began in 1974, marked by a collaborative effort among various entities, culminating in the creation of the Advertising Code of Ethics. The Philippine Board of Advertising, established in 1973, assumed responsibility for implementing this code, marking a significant milestone in the industry’s commitment to ethical advertising practices.
The Philippine Model of Self-regulation
The Philippine model of self-regulation is admired for its ability to remain relevant and effective over time. The Ad Standards Council’s structure, which includes seven member associations, distinguishes it from other self-regulatory systems. These associations, representing different sectors of the industry, collaborate to ensure the integrity and effectiveness of self-regulation.
In addition to industry stakeholders, the Ad Standards Council partners with various government entities, including the Department of Trade and Industry, Department of Health, and Department of Agriculture, among others. This partnership underscores the commitment to upholding ethical advertising practices and protecting consumer welfare.
The Honorees
The Ad Standards Council pays tribute to 22 pioneering individuals who have championed the cause of self-regulation in the advertising industry. These trailblazers, recognized for their unwavering commitment to ethical advertising and self-discipline, have played a vital role in shaping the industry’s trajectory over the past five decades.
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 stands as a poignant symbol of the advertising industry’s dynamic evolution and the ripple effect of self-regulation in safeguarding the integrity of Philippine advertising. Inspired by the concept of pentad, a grouping of five waves symbolizes the collective efforts of diverse stakeholders working in harmony toward a common noble goal.
Crafted by Director Dante Dizon of 13 Lucky Monkey, the medallion’s journey from conception to creation was a labor of love. Beginning with sketches, it was meticulously sculpted by hand in wax before being cast in solid brass using the lost wax method. Each piece was then painstakingly polished by hand, accentuated with a dark patina for contrast, and engraved on the back to juxtapose with the medallion’s wabi-sabi essence.
Dante Dizon, with over two decades of experience in advertising agencies, continues to ignite creativity in the mundane. His journey from marketing campaigns to the world of production has been fueled by a passion for the creative process and a dedication to excellence. As co-manager of 13 Lucky Monkey, Dante’s versatility and commitment to craftsmanship have garnered acclaim worldwide, attracting a growing roster of clients and pushing the boundaries of creativity.
Reflections on Self-regulation
Mick Atienza, Chairperson of ASC and President of PANA, emphasizes the importance of understanding the significance of self-regulation in the advertising landscape. He underscores the value of paying homage to those who laid the foundation for self-regulatory principles, highlighting its role in protecting consumer rights, fostering industry growth, and contributing to nation-building.
Jun Nicdao, a founding member of ASC, Chairman of the Board of KBP, and Chairperson of ASC’s multi-year celebration, emphasizes the transformative power of self-regulation. He emphasizes its ability to spur creativity, efficiency, and collaboration while upholding ethical standards and connecting consumers. The multi-year celebration seeks to reaffirm the industry’s commitment to self-regulation, celebrate achievements, and chart a future grounded in integrity, responsibility, and excellence.
