“All of us in the business of advertising have a responsibility. A responsibility to our public, our consumers and to one another. And responsibility means that advertising must inspire public confidence, it must be legal, decent, honest and truthful. It is very much in the interest not only of the consumers but also of the Advertising Industry itself to ensure that advertising is properly regulated and consumers are not misled or offended. Self-regulation is a system by which the advertising industry actively polices itself.”
– Digna Santos
Ad Standards Council, Inc
To champion truth and fairness in advertising within the context of the local environment and within the constraints of the Laws of the Land.
To be seen as the ultimate and respected authority in the effective implementation of the policies and regulations governing advertising content.
Story of ASC
The Philippines has over 30 years of self-regulation in the advertising industry. The Philippine advertising industry adopted an Advertising Code of Ethics essentially to promote efficiency in processing applications and resolution cases and avoid costly litigation in regular courts. The earliest Advertising Code of Ethics dates back to the Philippine Board of Advertising (PBA) established in 1974. In 1989, the PBA was renamed Advertising Board of the Philippines (ADBOARD) and was mandated by the Implementing Rules and Regulations of R.A. 7394 or The Consumer Protection Act to ensure that all advertising materials conform to its Code of Ethics. The ADBOARD Advertising Content & Regulations Committee (ACRC) had been the main implementing arm of advertising self-regulation in the Ph
The ASC Principles
- Self-Regulation works only if parties with similar objectives agree to have themselves subject to review by a common neutral body.
- Standards or Code of Ethics must be promulgated which spells out what practices are allowed and disallowed.
- Sanctions and penalties for violations must strictly be enforced.