MANILA, PHILIPPINES — Following the backlash of a recent beauty campaign, the Philippines’ Ad Standards Council (ASC) has released a statement to its members. As a non-profit organization that aims to promote truth and fairness through self-regulation of advertising content in the country, the ASC reminds all those in the business of advertising of their responsibility— to the public, to their consumers, and ultimately to one another.
The Ad Standards Council’s purpose and mandate is to protect consumers from untruthful, misleading, offensive, and unethical advertising as stated in Republic Act 7394, or the Consumer Act of the Philippines. The ASC also works to promote the Filipino people’s trust in advertising and the advertising community.
We are issuing this reminder to all members and practitioners of the advertising industry that when developing your brand’s advertising and sales communication materials, you uphold this law and strictly adhere to the ASC Code of Ethics and Implementing Procedures at all times.
Advertising plays an important role in today’s society. It is the driver of consumer choice and, by promoting competition, helps consumers get better value for money. It enables innovation to be brought to market and stimulates economic growth and jobs. It funds free and independent media and an unprecedented variety of content. (World Federation of Advertisers, “The Value of Advertising”).
Advertising also shapes perceptions, can change attitudes and influence behavior, and, at the same time, is a potent tool that helps mold values.
This is why it is imperative that we all cooperate and work together to ensure that our advertising and sales communication materials are truthful, honest, and decent in order to earn the trust of consumers.
Thank you,
ASC Board of Directors
