ASC Opens Its Doors: First Member-Get-Member Event Invites Industry Into a “Shared Ecosystem” of Advertising Self-Regulation

~ ‘Makialam at Maki-alam’ gathering at Makati Diamond Residence introduces non-member brands and agencies to the seven organizations behind the Philippines’ advertising self-regulatory body

MAKATI CITY, July 29, 2026—The Ad Standards Council (ASC), the country’s umbrella organization for self-regulation in advertising and marketing communications, held its first Member-Get-Member event at the Makati Diamond Residence, opening its doors to non-member companies for a closer look at the seven associations that make up its network.

Dubbed Makialam at Maki-alam—a nod to freshies-week orientation—the event brought together marketing professionals for what could be called a ‘play-learn-join’ experience designed to demystify the role each member association plays in the country’s advertising industry and to make the case for why non-members should become members.

The ASC is composed of seven organizations: the Kapisanan ng mga Brodkaster ng Pilipinas (KBP), the Philippine Association of National Advertisers (PANA), the Association of Accredited Advertising Agencies (4As), the Digital Marketing Association of the Philippines (DMAP), the Media Specialists Association of the Philippines (MSAP), the Out of Home Advertising Association of the Philippines (OHAAP), and the United Print and Multimedia Group (UPMG).

A Shared Ecosystem, Not Just a Membership Fee

ASC Executive Director Robbie Aligada walked attendees through the collaboration opportunities that come with joining any of the seven member organizations—opportunities he framed as extending well beyond the cost of membership itself.

Non-members who join, Aligada explained, enter the broader ASC ecosystem, opening the door to ongoing cooperation on standards, campaigns, and industry initiatives framed as a “shared responsibility” for the status and integrity of advertising. New member companies also gain cross-organization access—the ability to attend learning sessions and events hosted by associations outside their “home” organization, creating room for joint seminars, trainings, and knowledge-sharing across the creative, media, digital, and brand-owner communities.

Membership also brings access to, and eventual co-creation of, industry intelligence. The ASC shares insights from its sponsored events—including media presentations and agency studies—with member companies at no additional cost, a benefit Aligada said could grow over time into co-created research, benchmarking, and thought leadership within the ASC community. He added that the arrangement also strengthens partner ecosystems industry-wide, encouraging brands and agencies to work with existing ASC member organizations to unlock discounts, smoother applications, and collaborative work on responsible advertising practices.

The ASC isn’t just offering discounted membership—it’s inviting brands, agencies, and media organisations into a shared ecosystem of cross-association learning, joint events, and open access to industry intelligence, where responsible advertising becomes a collective responsibility rather than a siloed effort.

— Robbie Aligada, ASC Executive Director

Discounted Entry for New Applicants

To encourage non-members to take the step, Aligada outlined a tiered discount structure on application fees. New approved members receive a 40 percent discount on their application fee for the first-year of membership. A 35% discount is given when both the brand owner and the agency both become members, while a 30% discount will be applied if only the brand owner or the agency becomes a member.

With these offers, Aligada stressed the value of partnering with existing members to maximize these benefits.

Beyond the discounted entry point, new member companies gain access to the events and learning sessions of other member organizations, as well as free access to industry data and insights from ASC-sponsored events, such as media presentations, as part of being in the community.

Aligada closed his remarks by reiterating that, “the ASC is more than a fee-based relationship. It is a community built on shared responsibility for ethical, standards-based advertising practice—one where the ASC commits to helping members meet the standards they sign up for.”

It is more than just a partnership of organisations. It is a shared responsibility. You will be responsible for whatever you turn as status. We will help you achieve that.

— Ronald ‘Bonat’ Barreiro, ASC President

 “A Shared Promise”: ASC President Ronald Barreiro’s Message to Prospective Members

In his address, ASC President Ronald ‘Bonat’ Barreiro welcomed attendees on behalf of the Ad Standards Council of the Philippines, sharing that the ASC’s strength lies in its structure as a partnership of organizations rather than a single trade association.

“The ASC is unique. It is not a single trade association. It is a partnership of the country’s leading organizations representing advertisers, advertising agencies, media companies, digital practitioners, out-of-home advertising, and media specialists—all coming together with one shared purpose: to ensure that advertising in the Philippines remains truthful, responsible, and worthy of the public’s trust,” Barreiro said.

He noted that no single advertiser, agency, media company, or platform can protect that trust alone, and that every new organization that joins one of the ASC’s constituent associations strengthens the collective voice of the industry particularly as government takes an increasingly active role in shaping the communications landscape.

Barreiro also pointed to the ASC’s track record as evidence that self-regulation works, describing a self-regulatory system recognized as one of the most comprehensive in the region because it runs end-to-end: from advertisers and agencies to the media organizations that ultimately bring campaigns to the public. He said membership offers not only a fair, evidence-based process for resolving content complaints, but also a less tangible benefit: a seat at the table where industry standards are upheld and the future of Philippine advertising is shaped.

“We often describe the ASC as a self-regulatory body. I would like to think of it another way. The ASC is a shared promise—a promise that our industry will lead with integrity, compete fairly, protect consumers, and work constructively with government,” Barreiro said, inviting attendees to join one of the ASC’s constituent organizations and “lend their voice” to the mission. “It is not just an organization you join. It is a responsibility you share, and a voice you help strengthen.”

MEET THE ASC SEVEN

Each of the ASC’s seven member organizations took the stage to introduce their communities and the value they bring to prospective members:

KBP—Kapisanan ng mga Brodkaster ng Pilipinas

“Since 1973, broadcasters have stood together under KBP to uphold self‑regulation, proving that freedom to inform must always be matched by responsibility to the public.”

“Whatever the platform or technology—from radio and TV to today’s AI‑driven digital media—KBP’s core principles of fairness, accuracy, and responsibility do not change.”

“In a rapidly evolving media landscape, KBP remains a steady guardrail, ensuring that the power of broadcasting is always used with integrity and in the public interest.”

PANA—Philippine Association of National Advertisers

“PANA gives advertisers a unified, credible voice on regulation and industry issues, ensuring brands uphold responsible and effective marketing communications across the Philippines.”

“As a founding member of the ASC, PANA not only supports self‑regulation but actively coaches brands on how to comply, so responsible advertising becomes the norm, not the exception.”

4A’s—Association of Accredited Advertising Agencies

“For nearly five decades, the 4As has been the collective voice of the Philippines’ creative agencies, championing higher standards in marketing communications nationwide.”

“In a time of AI, the creator economy, and constant disruption, the 4As is focused on sustainability and talent development, making advertising a magnet for the country’s best minds again.”

DMAP—Digital Marketing Association of the Philippines

“Since 2017, the Digital Marketing Association of the Philippines has grown into a 300‑strong community of advertisers, agencies, and platforms, united by a shared commitment to digital innovation.”

“Through flagship initiatives like DigiCon, the Boomerang Awards, and the Next Monday podcast, DMAP brings global thinking and local best practice together for over 10,000 marketers nationwide.”

MSAP—Media Specialists Association of the Philippines

“The Media Specialists Association of the Philippines is more than a network of media professionals—we are a community committed to advancing the Philippine media industry through collaboration and shared expertise.”

“Through our flagship MSAP Media Congress, we convene leaders from across APAC and beyond to challenge thinking, celebrate excellence, and shape the future of the Philippine media landscape.”

OHAAP—Out of Home Advertising Association of the Philippines

“The Out of Home Advertising Association of the Philippines brings together media owners, advertisers, agencies, suppliers, and government partners because great industries are never built by competitors working alone.”

“We believe advertising only works when people trust it—that’s why OHAAP champions self‑regulation, safety, and responsible advertising in partnership with the ASC and government stakeholders.”

UPMG— United Print and Multimedia Group

“The United Print and Multimedia Group brings together 32 publications and digital platforms with one conviction: in a noisy world, print still matters.”

“As an active member of the Advertising Standards Council, UPMG ensures that every ad we carry is screened and approved, so brands can invest in print with confidence, and the public can trust what they read.”

Building a Wider Table

The Makialam at Maki-alam event marks the ASC’s first structured push to grow its membership base across all seven of its constituent organizations at once, positioning the discounted application fees and cross-association access as an entry point into a wider industry conversation on ethical, standards-based advertising.

More than 50 years ago, the industry asked to be allowed to self-regulate as a way of assisting government in its enormous task of nation-building. With that same objective in mind, the industry looks forward to many more years of national development through honest, fair, decent, and responsible communications having practices that not only build trust in and protect consumers, but also create a level playing field within the business environment.

As Aligada puts it, “For the ASC, it’s clear. The pitch is less about the price of joining and more about what membership represents: having a seat in an ecosystem where responsible advertising becomes a collective responsibility rather than a siloed effort.”