Philippines cracks down on unsafe billboards in major thoroughfare

The MMDA is an agency under the government that performs planning, monitoring and coordinative functions over 16 major cities in the country. It issued a warning that billboard operators that do not meet the requirements of the NBC would be given a notice of 15 days to undertake corrective measures. Failure to do so past the deadline would result in the dismantling of the entire structural framework.

Francis Tolentino, chairman of the MMDA, pointed out that the programme would have a greater impact if all advertisers and billboard operators cooperated with the agency. He emphasised that the campaign is not meant to drive advertisers out of business but to safeguard public safety by implementing the provisions of the NBC.

"Our primary concern here is public safety, especially during earthquakes. Now is the proper time to make a significant step to control the proliferation of non-compliant billboards which are hazardous to lives and property," noted Tolentino. He added that the campaign would be intensified during the rainy season, inspecting billboards that are in great risk of collapsing in times of bad weather.

Meanwhile, Makati-based Outdoor Advertising Association of the Philippines (OAAP) signed a memorandum of agreement with the MMDA signifying the organisation's active participation in the agency's mandate to regulate commercial billboards along the major roads of Manila. The OAAP is an umbrella organisation of outdoor advertisers comprised of over a hundred members that serves as the self-regulatory body for outdoor advertising practitioners worldwide.

"The OAAP will continue working with the MMDA and the Department of Public Works and Highways (DPWH) on the current issue on billboards and likewise continues to coordinate with other government agencies and other sectors of the society," commented Edberto Acosta, OAAP president.

The MMDA and the DPWH entered into a emorandum of agreement in August last year, deputising the MMDA to strictly monitor, inspect and implement the rules and regulations governing outdoor advertising or billboards in accordance with the National Building Code. 

Venus Navalta, chairman of ZenithOptimedia Philippines, appreciates the action of the government through the MMDA to enforce the National Building Code with regards to billboards. She added that it would benefit everyone - the public, the advertisers, the OOH industry and the government - if safety measures, sizes, distances, and messages are properly implemented according to today's needs.

"However, we feel that the government should have followed due process in implementing its recent actions. The billboard operators, particularly OAAP members, would have the required government permits to enter into contractual obligations with advertisers. The government should have issued an order that from hereon, only the MMDA will issue permits; that permits issued by local government units are no longer valid and concerned sites should be given at least 15 days to roll down the tarpaulins and dismantle the structures. The way it was conducted, with full media coverage, caused damage most of all to the affected advertisers," Navalta explained.

ZenithOptimedia indicated that it supports the industry position to have the OAAP work hand in hand with the government in crafting guidelines relevant to the present environment to protect the interest of the different parties.

"All communication efforts should not only take into account promoting the brand and upholding brand equity, but should also take into consideration the welfare of consumers. It's good to know that the MMDA instils compliance to safety standards and that they also value the city's aesthetics," commented Hermie De Leon, CEO of Omnicom Media Group Philippines.