Makati City, Philippines — As part of a three-year commemorative series marking the golden anniversary of advertising self-regulation in the Philippines, the Ad Standards Council (ASC) hosted its second tribute event 15th May at Makati Diamond Residences, paying homage to “The Nurturers” — the vanguards who championed the centralization and sustainability of the country’s self-regulatory framework
Spearheaded by the ASC and supported by its seven member associations — the Association of Accredited Advertising Agencies of the Philippines (4As PH), Digital Marketing Association of the Philippines (DMAP), Kapisanan ng mga Brodkaster ng Pilipinas (KBP), Media Specialists Association of the Philippines (MSAP), Philippine Association of National Advertisers (PANA), United Print Media Group (UPMG), and Out of Home Advertising Association of the Philippines (OHAAP) — the event celebrates individuals whose unwavering advocacy has fortified the pillars of truth, decency, honesty, and fairness in Philippine advertising.
This year’s honorees, “The Nurturers,” are recognized for their enduring contributions in shaping and protecting the ethical landscape of advertising. Their efforts ensured the continuity of the industry’s self-governing structure, bolstering public trust and upholding the industry’s collective responsibility to serve both its stakeholders and Filipino consumers.
The ASC has long worked in close partnership with regulatory bodies to ensure that advertising content complies with national laws and standards. Its lineage traces back to the Philippine Board of Advertising, evolving through the Advertising Board of the Philippines, before becoming today’s Ad Standards Council. Through the crucial work of the AdBoard’s Advertising Content Review Committee (ACRC) and the Trade Practice and Code of Conduct Committee (TPCC), Philippine advertising was steered toward ethical advancement, legal compliance, and moral responsibility.
Says Robbie Aligada, ASC Executive Director, “We owe the industry as we see it, and live it today to the amazing pioneers who started everything and the nurturers who managed to make it flourish. Their commitment to Self-regulation, their unwavering dedication to the industry is why, after 50 years, ours is still the vibrant, forward thinking, totally relevant industry it is today. It is why we remain brave to continue the responsibility of ensuring that the industry serves the public. It is for consumer protection, in service of the rights of the consumer, and continued fostering of a level playing field among brands that we are here.”
This landmark celebration pays tribute to the individuals who helped elevate the ACRC and TPCC into guardians of ethical advertising. Their work in drafting, enforcing, and arbitrating the Code of Ethics stands as a benchmark in regional advertising history.
The Alon Medallion, a powerful emblem of this legacy, reprises its symbolic role in the ceremony. Designed by Dante Dizon of 13 Lucky Monkey, it represents the industry’s transformation — fluid yet directed, collaborative yet disciplined — unified under the banner of Self-Regulation.
As the celebration of self-regulation continues, the ASC calls on all members of the advertising community to reflect, recognize, and reaffirm their commitment to ethical advertising. The journey, built on the shoulders of these steadfast advocates, is one of shared accountability and enduring relevance.
Adds, Jun Nicdao, Chair of the 50th Advertising Self-regulation anniversary, “Generations of Filipino creatives, advertisers, marketeers and communicators are here today, practicing, still in business, growing as the landscape grows because of these honorees. We are here today, all representatives of this robust, strong, united industry so we can rejoice in their work. And, in so doing, we deliver its glory to the next generation. We pay it forward.”
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