THE PHILIPPINES, JANUARY 16, 2012: Following the Makati Regional Trial Court’s dismissal of the Outdoor Advertising Association of the Philippines’ (OAAP) court case to stop the Metro Manila Development Authority’s (MMDA) “Baklas Billboard” campaign, the government agency is resuming its crackdown on billboards that are “inordinately huge and of poor quality.”
“Although petitioner claims to be an association of outdoor advertisers with member companies throughout the country, the official acts in question do not affect the entire outdoor advertising industry. The assailed MMDA memorandum circular and regulation cover only billboards and advertising signs installed and displayed within Metro Manila,” according to the court order dated January 3.
However, the MMDA is still giving billboard operators and advertisers some time to comply with their new guidelines, but the exact length of this compliance period is still subject to dialogue between all concerned parties.
“We are presently in dialogue with billboard operators and advertisers to work out a mutually acceptable work plan. Definitely, they must conform with the Building Code as soon as possible,” said MMDA Chairman Francis Tolentino. “We will also respect the ordinances of local government units which impose more stringent regulations,” he added.
The OAAP’s petition argued that the MMDA abused discretion when it drew up an agreement with the Department of Public Works and Highways to come up with new guidelines for billboards. The OAAP further added that the proprietary rights of their members were violated when the allegedly illegal and oversized billboards along EDSA and other major thoroughfares in Metro Manila were removed in May 2011. “I will sit and talk with them (OAAP) to discuss and impress on them the need to implement the guidelines,” Tolentino said.
Meanwhile, Margot Torres, president Philippine Association of National Advertisers (PANA), said that she appreciates the MMDA’s efforts of reaching out to all concerned groups. “They couldn’t implement these rules just like that. In fairness to them, they are really talking with people,” said Torres. These new regulations, according to Torres, may present challenges to out-of-home advertising.
While the new billboard guidelines have yet to be finalized and released, the first set of guidelines shall include the cancellation of all existing billboard building permits, and business permits and clearances, in lieu of new applications for these clearances from the respective local government units. Provisions in the National Building Code for installing billboards along major and national roads with the MMDA jurisdiction shall also be enforced. A clearance from the MMDA should also be obtained if the billboard is intended for major thoroughfares such as EDSA, C5, Macapagal Avenue, and Roxas Boulevard.
A different set of guidelines will deal with standard height and size requirements for billboards, which as of this writing is pegged at 60×40 feet. Each billboard should also be spaced 100 meters apart.
