MMDA, ads executives thresh out billboards, safety issues |
THE METROPOLITAN Manila Development Authority (MMDA) Friday discussed with advertising officials ways to stem the uncontrolled proliferation of billboards along major thoroughfares in Metro Manila in a bid to reduce the risks the ads pose to the public. MMDA Chair Francis Tolentino consulted industry officials regarding government regulations and policies on advertising billboards, including the prohibition of dazzling neon lights and the graphic display of sexuality or semi-nudity that some sectors of the public find offensive. Such billboards distract motorists, Tolentino said. He added that the meeting was aimed at regulating the installation of roadside commercial billboards—in cooperation with other agencies—which are not only eyesores, but could cause accidents and are also earthquake hazards. Win-win solution “Our objective in meeting with the advertisers is to come up with a win-win solution to address the problem without unnecessarily affecting their business operations. Our main concern here is the safety of the public,” Tolentino said. The MMDA earlier said that it intends to dismantle poorly constructed billboards following a series of inter-agency meetings with the Department of Public Works and Highways (DPWH) and congressional hearings on billboard regulations. Tolentino cited as an example Typhoon “Milenyo” in 2006 that toppled trees and billboards in Metro Manila, causing damage to lives and property. He gave the advertising industry representatives until next week to submit their position papers regarding the existing implementing guidelines on billboard advertising discussed during the meeting. Open to idea Industry representatives said they were open to the idea of working with the government, particularly the MMDA. “I think most of the guidelines presented are doable, although there are some issues that still needs to be threshed out,” said Ruperto Nicdao Jr. of Ad Standards Council Inc. (ASC). “I think this is a good step towards consolidating efforts to regulate billboards in Metro Manila. We’re glad the MMDA chair was also open to listen to our concerns, ” he added. Nicdao said the main issue was public safety and “to make sure that the billboards do not pose a threat or danger to the safety of the people.” “Another is the issue of content. Definitely, the industry agrees that it should be regulated because they could divert the attention of motorists. Our position is that we already have a regulatory mechanism regarding the issue,” he said. |
Industry Journal for the Outdoor Advertising Industry in the Philippines (Billboards, Signage, LEDs, LCDs, Neons, Bus Ads, etc.)
