ASC Appoints New Executive Director ~ Industry Veteran Remarks on Reaching 50 Years Amid Industry Shifts

Robbie Aligada steps into Executive Director role in Ad Standards Council. No stranger to the job, Aligada started as a screener in 2016, moving to Compliance Manager, and penultimately, Ad Content and Operations Manager in 2018. Before joining the ASC, he spent nearly 30 years in Account Management at both local and multinational advertising agencies, where he worked with major brands such as Unilever, Procter & Gamble, Colgate Palmolive, San Miguel, and Unilab, among others.

The history of self-regulation in the Philippines spans almost 5 decades. The ASC, as the safekeepers of industry self-regulation, runs operations involving 7 trade association members. It is an intricate network of symbiotic relationships fuelled by a unified goal to serve and protect the consumer.

New role, new perspective. Says Aligada, “We are going through exciting times, especially with the fast movements in influencer marketing and the use of AI in market communications. In the spirit of self-regulation, we are more committed than ever to working together with our industry partners to help ensure a level playing field that prioritizes consumer welfare.”

Behind the recent Patas na Patalastas, National Summit on Fair and Progressive Advertising Self-regulation—the inaugural Industry Summit on Self-Regulation, Aligada reflected on key learnings, specifically, “This year’s summit has taught us a lot.  There is still so much the advertising industry can do to achieve a more effective self-regulatory mechanism.

Also, the industry is alive and actively adapting to new developments in market communications.”

Patas na Patalastas marks the beginning of a journey of dialogue, strengthening partnerships and forging new collaborations focused on shaping the future of advertising self-regulation in an increasingly complex and digital space.