History of Self-Regulation

The declaration of Martial Law on September 21, 1972 brought about, among other things, the
formation of a “Mass Media Council” under the joint supervision of the Department of Public
Information (DPI) and the Department of National Defense (DND). All media activities then were
under the charge of the Office of Civil Relations, Armed Forces of the Philippines.

In January 1973, the Mass Media Council met with the heads of all communications associations
in the Philippines to develop new rules and regulations for the conduct of media and advertising
agencies, which were at that time loosely classified as “mass media.” Presiding at this meeting, as
well as the body’s subsequent sessions, was the Director of the “Bureau of Standards for Mass
Media”, an office of the DPI.

Out of these meetings between government and the private sector came the formation of a
“Council for Advertising, Public Relations, Research and Sales Promotions” headed by Francisco
R. Floro (of Floro Enterprises); and a sub-committee chaired by Lyle K. Little (then with J. Walter
Thompson Phils.), specifically tasked to forge a Code of Ethics and Rules of Regulations for all
engaged in advertising and sales promotions.

The sub-committee consisted of representatives from the Association of Philippines Advertising

Agencies (APAA), Lapian ng mga Adbertaysing Praktisyoners na Pilipino sa Ikauunlad ng
Sambayanan (LAPIS) [note: These two advertising agency associations merged as 4A’s-P in July
1977, i.e. the Association of Accredited Advertising Agencies – Philippines], Cinema Advertising
Association of the Philippines (CAAP), Kapisanan ng mga Brodkaster ng Pilipinas (KBP), Outdoor
Advertising Association of the Philippines (OAAP), Philippine Association of National Advertisers
(PANA), Print Media Organization (PRIMO), the Office of Civil Relations, Institute of Mass
Communications, and the consumers.

Working out the Code tool all of 15 months, culminating in March 1974 when it was approved
and ratified by all the participating organizations.

Meanwhile, the advertising practitioners, through their respective sectoral associations, had seen
their way clear to the establishment of a unified organization that could serve as the overseer for
the implementation of the industry’s code of ethics, in line with the principle of self-regulation
they had earlier acknowledged as the ideal operating guide rule. Therefore, it was after some
three years of formative studies and frame setting, the Philippine Board of Advertising (PBA) was
established in May 1974.

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 What is the AD STANDARDS COUNCIL or ASC?

The Ad Standards Council (ASC) is a non-stock, non-profit organization which aims to promote
truth and fairness in advertising through self-regulation of advertising content.

The ASC was established by the Kapisanan ng mga Brodkaster ng Pilipinas (KBP), the Philippine
Association of National Advertisers (PANA), and the Association of Accredited Advertising
Agencies - Philippines (4As) to handle screening of all broadcast, out-of-home, print, digital and
mobile advertising, and settlement of disputes regarding advertising content.

It started operations in March 31, 2008, after the signing of a Memorandum of Agreement
between the Advertising Board of the Philippines (AdBoard) and the ASC, where the latter took
over the screening function of the Advertising Content and Review Committee (ACRC) of the
Advertising Board of the Philippines (AdBoard). The AdBoard, which took care of disputes
related to trade practices, after the transfer of the screening functions to ASC, was dissolved
and closed on July 2016.

In 2013, two (2) more associations were inducted into the partnership, namely the Media
Specialists Association of the Philippines (MSAP) and the Internet and Mobile Marketing
Association of the Philippines (IMMAP). And in 2014, the print media sector, represented by the
United Print Media Group (UPMG), joined the ASC

MISSION
To champion truth and fairness in advertising within the context of the local environment and
within the constraints of the laws of the land.

VISION
To be seen as the ultimate and respected authority in the effective implementation of the
policies and regulations governing advertising content.

VALUES
Truth, fairness, professionalism, respect, leadership, and service.

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RULE I. STATEMENT OF GENERAL PRINCIPLES

The Ad Standards Council (ASC), as a matter of policy, encourages resolution of advertising issues and
concerns by the practitioners themselves and provides ways by which contending parties could settle or
resolve disputes and concerns among themselves. When mediation fails, a case may be brought to the Ad
Standards Council (ASC).

The overriding principles that guide the voluntary adoption of the ASC rules to which all members
subscribe to are:
1. The advertising industry can be best protected by espousing self-regulation.
2. The paramount consideration is the consumer’s interest.
3. Content regulation serves to safeguard truth in advertising.
4. The rules and procedures facilitate the production and placement of advertisements.

In the interest of dynamism, continued relevance, and service to the industry, the ASC rules are updated
from time to time by competent and seasoned practitioners belonging to the three sectors and are
subject to ASC policies. The three sectors are Advertiser, Ad Agency, and Media, represented by ASC
member-associations, namely: PANA (Philippine Association of National Advertisers), 4AsP (Association of
Accredited Advertising Agencies of the Philippines), KBP (Kapisanan ng mga Brodkaster ng Pilipinas), MSAP
(Media Specialists Association of the Philippines), IMMAP (Internet and Mobile Marketing Association of
the Philippines), and UPMG (United Print Media Group).

RULE II. GENERAL RULES

Section 1. Review Guidelines

In all procedures, the ASC shall be guided by:

1. Laws of the Land
2. ASC Code of Ethics
3. ASC Precedents on cases

Section 2. Functions of the ASC

The main functions of ASC are:

1. Screening of advertisements, with or without advertising claims
2. Hearing of disputes on advertising content
3. Resolution of disputes on advertisements arising from procedures of the ASC

The ASC is primarily concerned with advertising content and its implications, not on intent, in reviewing
the merits of a material or case.

Section 3. Materials Covered by the ASC Code of Ethics and Manual of Procedures.

3.1. Definition of Advertisement

a. “Advertisement” means the form through which the advertising information is disseminated,
which includes but is not limited to print, broadcast, cinema, out-of-home, merchandising
materials, digital, and mobile ads. Advertisements, whether foreign-produced or canned,
locally-produced, station-produced, branded, corporate or organizational, national, local,
advocacy-related, are covered by the ASC Rules.
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 b. “Advertising” means dissemination of information or messages for a business purpose,
usually intended to promote commercial transactions, or to enhance a general standing of
an entity or business in the marketplace or the community.

The following criteria shall, likewise, determine if a material is an advertisement:

1. If advertising claims are made
2. If airing time, publication, display, posting, or feature of the material has been paid for,
whether in cash or in kind, or as part of a total package resulting from the Ad Agency’s/
Advertiser’s transaction, regardless of time or frequency of airing/ publication/ display/
posting.

A claim on a pack or label, when prominently readable or specifically highlighted in an advertisement,

shall be deemed as part of the advertisement, and thus shall be covered by the ASC Rules.

3.2. Types of Advertisements, Examples, or Definitions

3.2.1. Broadcast Materials are ads that are shown or aired on television, whether free-to-air,
cable or subscription TV, or radio, whether national or local, such as:
a. TVCs and RCs, including edit-downs, edit-ups, translations, infomercials, tele-marketing,
and other similar advertisements
b. Interstitials, TV buys such as sponsorships, segments or portion buys, casual plugs, time
checks, and similar ads, whether live or pre-taped/pre-recorded
c. TV and Radio Announcer-on-Board (AOBs), OBB/ CBBs, End Tags, whether or not direct
lifts of previously-approved materials
d. Jingles, branded songs including edits, translations
e. TV and radio time checks, teasers, countdowns, and similar materials
f. Local ads of products, brands, or services, manufactured, sold, distributed, or offered
within a limited geographical area such as a province, city or town, and outside of Mega
Manila are generally post-screened.

Exceptions to post-screening of local ads are ads of the following categories:

1. Over-the-Counter (OTC) Drugs and Home Remedy (HR) Products
2. Food/Dietary Supplements
3. Alcohol Beverages

Local ads of products in the above-mentioned categories require pre-screening by the ASC
prior to airing, publication, display, posting, or uploading.

3.2.2. Cinema Ads are those for airing or exhibition in indoor or outdoor theaters.
Cinema ads are treated like broadcast materials when dealing with CDOs and other
sanctions.

3.2.3. Print Ads are those that are published in broadsheets, tabloids, magazines, journals, and
other printed publications, whether national or local in circulation, such as:
a. Regular or creative print advertisements, e.g., false covers, ear ads, foot ads, band ads,
etc.
b. Supplements, advertorials, press releases, and the like

Generally, print advertisements are post-screened. However, ASC clearance is needed for
print ads that have any of the following themes or classifications:

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 1. Mandatory Categories:
i. Over-the-Counter (OTC) Drugs and Home Remedy (HR) products
ii. Food/Dietary Supplements
iii. Products, brands, services covered by the Milk Code, Implementing Rules and
Regulations of the Milk Code
iv. Alcohol Beverages in compliance with WHO directive and as agreed with alcohol
beverage companies in 2010
v. Airlines and other transport services with promotional fares

2. With the Following Claims:

a. No. 1/Leadership claim
b. Exclusivity claim
c. Absolute claim
d. Comparative claim
e. Superiority claim
(See Glossary for definition)

3. With testimonial that includes specific claims regarding product or service performance
that must be supported with independent evidence on the accuracy of, or consistent
with, the actual product or service.

4. With direct/ brand-identified comparison on categories where such comparison is

allowed:
a. Automotive Vehicles excluding Automotive Products
b. Consumer durables like Appliances, Audio-Visual Equipment, Electronic Gadgets
c. Airline and Shipping Lines
d. Musical instruments, Entertainment
e. Mobile products like Cellular handsets, Tablets,
Laptops, and Netbooks

5. With sexy tones, exposure of human body/ parts, similar subjects, or executions

6. With tones of violence or similar subject or execution such as, but are not limited to,
explosives and other dangerous products

Inclusion of ASC Reference Code is mandatory for print ads/materials.

3.2.4. Out-Of-Home (OOH) Ads are essentially all types of advertising that intend to reach the
consumer while he or she is outside the home. This is in contrast to broadcast, print, or
digital advertising, which may be delivered to viewers out of home, e.g., via tradeshow,
newsstand, hotel lobby room, but are usually intended for home or office viewing.

All OOH materials are subject to pre-screening because of the nature of the medium, as it
is exposed 24/7 to all audience types, including minors.

a. Billboards, the most common type of OOH, include photographic and electronic
billboards, digital displays, whether installed outside or indoor, e.g., malls, shopping
centers.

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 b. OOH ads include transit ads, street furniture/ fixture, e.g., sheds, walkways, garbage
bins, street signs, lamp posts, lighted ad signage, blimp ads, etc., street marketing,
demos, etc. There is no limit to shape and size of out-of-home advertising media.

Screening of all Out-of-Home materials is mandatory prior to production AND securing of

Clearance to Display (S2) is required prior to installation/display.

Exceptions are OOH materials in item b. such as store signage or building signs which do not
contain claims and materials that contain ONLY brand or corporate names as these are
generally used in special events and have a limited period of exposure and audience.

Inclusion of ASC Reference Code is mandatory for all Out-of-Home ads.

3.2.5. Shopper Marketing/In-Store/Collateral Materials are those in retail trade, malls,

restaurants, hotels, and other public channels such as Point-of-Sale (POS) or Point-of-
Purchase (POPs) materials, product demos/spiels, in-store audio-visual broadcast, and
similar on-premise materials.

Examples include, but are not limited to banners, streamers, posters, shelf talkers,
wobblers, tent cards, price cards, flyers, headers, inserts, brochures, and other in-store or
on-premise materials that are directed to consumers and/or the general public.

Generally, Shopper Marketing/ In-Store/ Collateral Materials are post-screened.

However, ASC clearance is mandatory for Shopper Marketing/ In-Store/ Collateral

Materials ads that have any of the following themes or classifications:

1. Mandatory Categories:
a. Over-the-Counter (OTC) Drugs and Home Remedy (HR) products
b. Food/Dietary Supplements
c. Products, brands, services covered by the Milk Code, Implementing Rules and
Regulations of the Milk Code
d. Alcohol Beverages in compliance with WHO directive and as agreed with alcohol
beverage companies in 2010
e. Airlines and other transport services with promotional fares

2. With the Following Claims:

a. No. 1/ Leadership claim
b. Exclusivity claim
c. Absolute claim
d. Comparative claim
e. Superiority claim
(See Glossary for definition)

3. With testimonial that includes specific claims regarding product or service performance
that must be supported with independent evidence on the accuracy of, or consistent
with, the actual product or service

4. With direct/ brand-identified comparison on categories where such comparison is

allowed:
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 a. Automotive Vehicles excluding Automotive Products
b. Consumer durables like Appliances, Audio-Visual Equipment, Electronic Gadgets, etc.
c. Airline and Shipping Lines
d. Musical instruments, Entertainment
e. Mobile products like Cellular handsets, Tablets, Laptops, and Netbooks

5. With sexy tones, exposure of human body/ parts, similar subject or execution

6. With tones of violence or similar subject or execution such as, but are not limited to,
explosives and other dangerous products

The ASC Reference Code is NOT required to be printed on Shopper Marketing/In

Store/Collateral materials.

3.2.6. Internet, Digital, and Mobile Ads

Internet/Digital, and Mobile ads which include, but are not limited to, SMS, MMS, e-blast,
opt in/opt out, digital video, static ads, ads in corporate websites, etc., are covered by the
rules. However, corporate websites, per se, are not included.

Generally, Internet/Digital, and Mobile ads are post-screened.

However, ASC clearance is mandatory for Internet, Digital, and Mobile ads that have any
of the following themes or classifications and are posted in company/marketer-owned
and marketer-related digital sites or as paid placements in other sites:

1. Mandatory Categories:
a. Over-the-Counter (OTC) Drugs and Home Remedy (HR) products
b. Food/Dietary Supplements
c. Products, brands, services covered by the Milk Code,
Implementing Rules and Regulations of the Milk Code
d. Alcohol Beverages in compliance with WHO directive and as agreed with alcohol
beverage companies in 2010
e. Airlines and other transport services with promotional fares
Refer to Annex 8 of the Code of Ethics on Digital Guidelines for some pre-screening
exemptions of Mandatory Categories.

2. With the Following Claims:

a. No. 1/ Leadership claim
b. Exclusivity claim
c. Absolute claim
d. Comparative claim
e. Superiority claim
(See Glossary for definition)

3. With testimonial that includes specific claims regarding product or service performance
that must be supported with independent evidence on the accuracy of, or consistent with,
the actual product or service

4. With direct/ brand-identified comparison on categories where such comparison is

allowed:
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 a. Automotive Vehicles excluding Automotive Products
b. Consumer durables like Appliances, Audio-Visual Equipment, Electronic Gadgets
c. Airline and Shipping Lines
d. Musical instruments, Entertainment
e. Mobile products like Cellular handsets, Tablets, Laptops, and Netbooks

5. With sexy tones, exposure of human body/ parts, similar subject or execution

6. With tones of violence or similar subject or execution such as, but are not limited to,
explosives and other dangerous products

Refer to Article X of the ASC Code of Ethics, Digital Marketing, for a detailed listing of the
different types of digital ad materials.

Also refer to Annex 8 of the Code of Ethics for Digital Guidelines on Pre-Screening & Post-
Screening of Non-Regulated & Regulated Categories.

Inclusion of ASC Reference Code is mandatory in digital ads/materials, either on the

material or caption, where applicable.

To reiterate, all ads with the following themes or classification shall be subject to pre-screening. Thus, print
ads, merchandising materials, and internet/digital/mobile ads which are generally post-screened, are
required to be pre-screened if they have the following themes or classifications:

1. Mandatory Categories:
a. Over-the-Counter (OTC) Drugs and Home Remedy (HR) products
b. Food/Dietary Supplements
c. Products, brands, services covered by the Milk Code, Implementing Rules and Regulations of the
Milk Code
d. Alcohol Beverages in compliance with WHO directive and as agreed with alcohol beverage
companies in 2010
e. Airlines and other transport services with promotional fare
Refer to Annex 8 of the Code of Ethics on Digital Guidelines for some pre-screening exemptions of
Mandatory Categories.

2. With the Following Claims:

a. No. 1/ Leadership claim
b. Exclusivity claim
c. Absolute claim
d. Comparative claim
e. Superiority claim
(See Glossary for definition)

3. With testimonial that includes specific claims regarding product or service performance that must
be supported with independent evidence on the accuracy of, or consistent with, the actual product
or service.

4. With direct/brand-identified comparison on categories where such comparison is allowed:

a. Automotive Vehicles excluding Automotive Products
b. Consumer durables like Appliances, Audio-Visual Equipment, Electronic Gadgets
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 c. Airline and Shipping Lines
d. Musical instruments, Entertainment
e. Mobile products like Cellular handsets, Tablets, Laptops, and Netbooks

5. With sexy tones, exposure of human body/ parts, similar subjects, or executions

6. With tones of violence or similar subject or execution such as, but are not limited to, explosives and
other dangerous products

An ASC approval is exclusive to the medium as applied for and approved. However, the same/exact TVC
may be uploaded on digital media provided the ASC Reference Code is included. The validity period of the
digital material will be the same as that of the original TV material.

Section 4. Materials Not Covered by the ASC Code of Ethics and Manual of Procedures

The following materials are not covered by the ASC rules:

4.1. Political advertisements whose central focus is the marketing of ideas, attitudes, and concerns about
public issues, including political concepts and political candidates. The essential task of political
advertising is to gain the confidence of the people for their acceptance of ideas and, in the case of
political campaign advertising, to influence their vote.

4.2. Advertising materials from religious organizations, except concerts, shows, special events that are not
directly related to the organization’s essence, objectives, or main function or supported with a
brand, product, or company

4.3. Emergency public service announcements and public service advertising materials of utility
companies, e.g., water & electricity shortage announcements
However, corporate and other image-building ads of these utility companies shall be subject to the
rules of the ASC.

4.4. National and line agencies’ and local government’s advertising materials coursed through the
Philippine Information Agency (PIA)

4.5. Movie trailers, station, and network merchandising plugs

4.6. Non-profit organizations or associations, NGOs, and foundations (without brand/sponsors), e.g., UN
and its affiliate organizations, World Bank, Asian Development Bank

Once the above-mentioned advertising materials are supported by an Advertiser and the Advertiser’s brand
is featured, the materials are considered branded ads and need to be cleared with ASC.

Section 5. Confidentiality

5.1. Advertisements under review in all procedures and deliberations, thereon, are strictly confidential.
The obligation of confidentiality shall cover the parties, the ASC panelists, the presenters, the
materials sent to ASC, the support presented by the parties, the deliberations, the voting of the ASC
Panelists, and any related information. No information may be released, in whatever form, in any
media platform.

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