The Ad Standards Council awarded twenty-two individuals the highest industry honors at ceremonies held at the Makati Diamond Residences in celebration of their role in paving the way for the country's advertising industry to take the reins and lead itself, liberating the sector to create and operate using self-regulating guidelines.
In the Philippines, advertising runs on self-regulation. Advertising adheres to guidelines that promote fair-trade practices, presents substantiated claims, and protects consumer rights. 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 are symbiotic. Self-regulation is defined as an organization running on its own codes, rules, and guidelines without intervention from external bodies. ASC is the designated private sector organization in the country that holds advertising content and creates and abides by its Code of Ethics and Standard Manual of Procedures, which were developed and approved by its members 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 that industry stakeholders remain accountable to consumers in their craft. Self-regulation helps foster consumer trust, which is 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. Communications later implemented this and broadcast trade organizations. In 1974, the Philippine Board of Advertising (created in 1973) took over the role of implementing body ofthe Advertising Code of Ethics.
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 in its structure that includes seven 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 the 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.
Francisco Tatad, Kerima Polotan Tuvera, Teodoro Valencia, Jimmy Vergara, Abelardo Yabut Sr., Noe Andaya, Antonio Barreiro, Antonio L. Cantero, Gregorio Cendaña, Raul Choa, Francisco Claudio Jr., Andres Cruz, Napoleon Cruz, Luisita David, Francisco Floro, Romeo Jalosjos, Emiliano P. Jurado, Don Lee, Lyle Little, Yen Makabenta, Walter Nye and Troadio Quiazon Jr.
The Alon medallion symbolizes 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 and was then sculpted in wax by hand. The lost wax method cast the pieces in solid brass before being hand-polished with a dark patina for contrast. The back was 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 industry creatives.
Tirelessly working on marketing campaigns, he pursued the world of production, thrilled to be in the creative process of executing the advertising outputs.
His 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 inspires the creative field to go beyond bounds.
What they say about self-regulation
Mick Atienza, ASC chairperson and PANA president, said, "It is important that brand builders and advertisers know the relevance of self-regulation. It is by paying tribute to those who paved the way for the creation of the guiding principles of self-regulation that we can deliver its value to the consumer, 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 added,
"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 a meaningful collaboration that transcends boundaries and unite us in our shared mission. The multi-year celebration aims to renew the industry's commitment to self-regulation, celebrate achievements, and chart the course for the future built on integrity, responsibility and excellence."
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