A PRIMER ON THE ADVERTISING BOARD OF THE PHILIPPINES, INC. (ADBOARD)
1. WHAT IS THE ADVERTISING BOARD OF THE PHILIPPINES?
The Advertising Board of the Philippines or AdBoard is a governing body composed of representatives of national organizations involved in advertising practice, which have banded together to promote the development of the advertising industry through self-regulation, in harmony with industry goals. The AdBoard is the umbrella organization of the advertising industry.
2. WHAT NATIONAL ORGANIZATIONS COMPOSE THE ADBOARD?
Sectoral members of the AdBoard are:
- Philippine Association of National Advertisers (PANA)
- Association of Accredited Advertising Agencies-Philippines (4As-P)
- United Print Media Group (UPMG)
- Outdoor Advertising Association of the Philippines (OAAP)
- Advertising Suppliers Association of the Philippines (ASAP)
- Cinema Advertising Association of the Philippines (CAAP)
- Marketing and Opinion Research Society of the Philippines (MORES)
- Independent Blocktimers Association of the Philippines (IBA)
- Internet and Mobile Marketing Association of the Philippines (IMMAP)
- Media Suppliers Association of the Philippines (MSAP)
3. ASSOCIATION REPRESENTATION IN THE BOARD
The member-associations are represented in the AdBoard thus: 3 representatives from PANA, 3 from 4AsP, 2 from UPMG, 2 from ASAP, 1 from OAAP, 1 from CAAP, 1 from MORES, 1 from IBA, 1 from IMMAP and 1 from MSAP.
4. WHAT IS THE NEED FOR ADBOARD WHEN THERE ARE GOVERNMENT REGULATING AGENCIES LIKE THE DEPARTMENT OF TRADE & INDUSTRY (DTI), BUREAU OF FOOD & DRUGS (BFAD), ETC.?
The AdBoard was organized in the belief that the industry can best be regulated, and its interests promoted, by the practitioners themselves, pursuant to the government policy that encourages self-regulation in the private sector.
5. HOW WAS THE ORGANIZATION FORMED?
The AdBoard, then the Philippine Board of Advertising, was the result of a series of meeting in 1973 by leading advertisers and advertising practitioners who strongly felt the need for a body to unify all sectors involved in the industry and gear their operations toward the common goal of serving the interests of the consumers and the nation at large. It was constituted with the official encouragement of the Department of Public Information (DPI). The Board was incorporated on May 3, 1974.
6. HOW DOES THE ADBOARD INTEND TO REGULATE THE CONDUCT AND BEHAVIOR OF ADVERTISING PRACTITIONER?
The AdBoard has adopted a Code of Ethics which was originally drawn up by representatives of the member-associations, in consultation with the then Bureau of Standards for Mass Media under the DPI in 1973. The member-associations, all in accord with the principle of industry self-regulation, are committed to observe the provisions of the Code.
In addition, the AdBoard is guided by the STANDARDDS OF TRADE PRACTICES AND CONDUCT (TPC) MANUAL which serve to keep advertising within correct, ethical and wholesome bounds, and help to assure professional advertising practice. The Code and the Manuals are tools to upgrade the standards of advertising practice in the country.
The Code and Manuals are “live mechanisms” and are subject to periodic revisions toward improvement, even as the practices that they cover are themselves constantly reviewed.
7. HOW DOES THE ADBOARD ENFORCE ITS RULINGS?
The AdBoard depends on the agreement between member-associations to carry out its rulings. Its operating Code of Ethics and Standards of Trade Practices and Conduct have specific provisions covering advertising content and trade practices, including sanctions that may be imposed by the AdBoard on violations. An extreme case may cause all media – print and broadcast – to refuse to print/ broadcast advertising material found to have violated specific provisions of the Code.
8. WHAT HAS THE ADBOARD DONE TO ACHIEVE THE OTHER GOALS SET FOR ITS CREATION?
A biennial Advertising Congress is sponsored by the AdBoard to promote development and greater interaction in the industry. The ad congress is a chance for all practitioners to learn new techniques in creativity and production enhance and upgrade communication skills, in sessions with both local and foreign practitioners who have excelled in their respective areas of operation.
Furthermore, it has brought about the establishment of the Advertising Foundation of the Philippines to organize conferences, seminars, symposia and workshops. Additionally, the “Ad Foundation” manages and sponsors special advertising presentations and exhibits for the purpose of maximizing the development and continuing education of advertising practitioners supportive of similar activities of member-associations of the AdBoard.
9. WHAT LIES AHEAD FOR ADBOARD?
The AdBoard is a dynamic organization. It has the support and confidence of all sectors in the advertising industry. It has drawn up a Code of Ethics and the Standards of Trade Practices and Conduct, which has been proven effective. A Tried and tested set of procedures for the enforcement of its decisions has long been in place and operational. On stream are plans to enhance a high sense of professionalism in the ranks. Given the support that it needs from the government, it can do a lot to maximize advertising’s usefulness as a catalyst for progress and prove the capability of the private sector to regulate itself.
10. WHAT IS TPCC?
TPCC or Trade Practices and Conduct Committee shall formulate, interpret and implement inter-sectoral and inter-association agreements except those related to the regulation of advertising content. This committee shall also recommend for Board consideration such new or amendatory rules and regulations relating to trade practices and conduct as may be consistent with the purpose of the corporation. All member-associations shall be entitled to equal representation in this meeting.