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The Advertising Board of the Philippines , also known as AdBoard is composed of ten (10) national organizations involved in advertising that are unified together to uphold the progress of Philippine advertising through self-regulation. Being the umbrella organization of the advertising industry, its mission is to practice world class advertising along with advocating professional ethics through responsible and truthful advertising. AdBoard was formerly known as the Philippine Board of Advertising . The board was formed as a result of a series of meetings in 1973 by leaders in the advertising industry. They felt the urge to commit themselves in creating a committee to achieve their goal in serving the interests of the nation. The Board was established on May 3, 1974.
Member Association

Vision Mission
Vision
We are the voice of the Philippine advertising industry. The pivotal force of a dynamic, prosperous, and responsible industry.

Mission
We recognize self-regulation as the cornerstone of our existence We uphold the highest standards of fair play and professional ethics. We foster harmony among our members We safeguard the interest of consumers through truthful & responsible advertising We create the environment where world class advertising flourishes.

Copyright 2010 Advertising Board of the Philippines. All rights reserved.

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4As
ASSOCIATION OF ACCREDITED ADVERTISING AGENCIES-PHILIPPINES (4ASP) Unit 442 Cityland pasong Tamo Tower, Don Chino Roces Avenue, Makati City Tel. Nos. 893-1205, 813-4397 and 757-3891 Fax No. 757-3892

ASAP
ADVERTISING SUPPLIERS ASSOCIATION OF THE PHILIPPINES (ASAP) Unit 2302, 23/F Cityland 10 Tower, Don Chino Roces Avenue, Makati CityTel. Nos. 893-0564 and 893-0738 Fax No. 893-0404

CAAP
Cinema Advertising Association of the Philippines (CAAP) C/o Celestial Media Services21-C Burgundy Tower, 252 Sen. Gil Puyat Avenue, Makati CityTel. Nos. 844-6013 Fax No. 844-6011

IBA
Independent Blocktimers Association of the Philippines (IBA) c/o Airtime Marketing PhilippinesSuite 503, Manila Luxury Condominium, Pearl Drive Cor. GoldloopOrtigas Center, Pasig CityTel. Nos. 635-3519 and 634-8723 Fax No.

632-1069

MORES
Marketing & Opinion Research Society of the Philippines (MORES) Unit 31, Martino Bldg., #52 Libertad Cor. Kanlaon Sts. Mandaluyong CityTel. Nos. 5336653 Fax no. 531-5204

OAAP
Outdoor Advertising Association of the Philippines (OAAP) Upper Ground 37, Cityland Pasong Tamo, 6264 Calle Estacion, Brgy. Pio Del Pilar, Makati City Tel. Nos. 843-8201

PANA
Philippine Association of National Advertisers (PANA) Unit 2D, Torre De Salcedo Building, 184 Salcedo St.Legaspi Village, Makati CityTel. Nos. 894-0012 to 13 and 894-0474 to 75 Fax No. 894-0472 or 74 Website: www.pana.com.ph

UPMG
United Print Media Group (UPMG) 6/F Cityland Pasong Tamo Tower, Don Chino Roces Avenue, Makati City Tel. No. 3345967

IMMAP
Internet & Mobile Marketing Associatin of the Philippines (IMMAP) 2/F Zen Building, 8352 Mayapis Cor. St. Paul St., San Antonio Village, Makati City Tel No. 896-0637 Website: www.immap.com.ph

MSAP
Media Specialists Association of the Philippines (MSAP) c/o Omnicom Media Group (PHD & OMD), 11/F Bankmer Building, Ayala Avenue, Makati

City,Tel. No. 887-0888

Copyright 2010 Advertising Board of the Philippines. All rights reserved.

This seal is symbolic of the 5 areas of endeavor engaged in by the nine (9) associations comprising AdBoard; advertiser, advertising agency, media, advertising services sector and the consumer sector. The 5 elements are shown as adjacent circles, which symbolize unity and harmony. They appear to be in motion which depicts vitality and dynamism. The background is a deep blue field which symbolizes social consciousness and service to country. First Published, September 1975 Revised, June 1979 Revised, January 1984 Revised, March 1987 Revised, October 1990 Revised, 1996 Revised, March 2000

C:\Cris-Temp_file\ACRC-2006\Code of Ethics\ACRC Code & Manual.doc 1

PREFACE The need for an alternative democratic system of self-regulation in the advertising industry became apparent in the early 1970s when the Marcos administration sought to impose controls on media use, including on advertising, through the Mass Media Council. Through the efforts of advertising industry leaders, the Mass Media Council eventually gave way to a Council of Advertising, Public Relations, Research and Sales Promotion chaired by respected advertising practitioner Francisco Floro. This Advertising Council, in turn, created a sub-committee composed of representatives from the Association of Philippine Advertising Agencies, the Cinema Advertising Association of the Philippines, Kapisanan ng mga Brodkaster sa Pilipinas, Lapian ng mga Adbertaysing Praktisyoners na Pilipino sa Ikauunlad ng Sambayanan, the Outdoor Advertising Association of the Philippines, the Philippine Association of National Advertisers, the Print Media Organization, the Office of Civil Relations, Institute of Mass Communications, and the consumer sector. The sub-committee under the chairmanship of Lyle K. Little, undertook the drafting of a Code of Ethics for the advertising industry. After 15 months of preparation, the Code was signed and ratified in March of 1974 by all participating organizations represented in the sub-committee. Following its formation in May, 1974, the Philippine Board of Advertising (PBA), later renamed the Advertising Board of the Philippines (AdBoard), formally adopted the Code on April 15, 1975 and commenced its implementation. Since then, the Code has undergone a series of reviews and revisions to address developments in the industry. Updated revised editions of the Code were adopted in 1975, 1979, 1984, 1987 and 1990. In November 1994, the AdBoard Board of Directors decided to conduct another comprehensive review of the Code to make it more responsive and relevant to the industrys needs and current advertising practices. The Code of Ethics Review Committee was then formed in March 1995 with AdBoard Advertising Content Regulation Committee (ACRC) Regular member Antero B. Javier, Jr. as Chairman. The final draft of this edition of the Code was completed by the Review Committee on August 31, 1995 and ratified by the AdBoard Directors on January 23, 1996.

C:\Cris-Temp_file\ACRC-2006\Code of Ethics\ACRC Code & Manual.doc 2

CODE OF ETHICS FOR ADVERTISING ARTICLE ARTICLE ARTICLE ARTICLE Section Section Section Section I. Statement of General Principles II. Applicability III. Definition of Terms IV. Advertising Code of Ethics 1. Presentation 2. Disparagement 3. Comparison Advertising 4. Advertising Slogans and Terms 5. Specific Claims 6. No. 1 Claim (or Equivalent) 7. Testimonials 8. Scientific Claims 9. Suggestive Brand Name Advertising 10. Before and

Section Section Section Section Section Section

Section Section

12.1 12.2 12.3 12.4 12.5 Section Section Section Section

Section Section Section

Section Section Section

Section

Section Section ARTICLE ARTICLE ARTICLE

Appendix

After Comparisons 11. Use of New or Improved 12. Non-prescription Drugs, Devices and Treatments General Provisions Terminology/Claims Medical Practitioners Vitamins/Food Supplements Promotions 13. Alcoholic Beverages 14. Cigarettes and Tobacco Products 15. Children 16. Philippine Standards and Symbols 17. Financial Services 18. Educational/Traini ng Institutions 19. Articles That Require Assembling 20. Advertising for Charitable Causes 21. Corporate Advertising 22. Exploiting Unnatural Phenomena 23. Agrochemical and Veterinary Products 24. Price Advertising 25. Miscellaneous V. Implementation and Procedure VI. Sanctions VII. Clearances, Interpretations and Amendments I. AdBoard ACRC Guidelines for the Screening of Cigarette/Tobacco Advertisements.

This seal is symbolic of the 5 areas of endeavor engaged in by the nine (9) associations comprising AdBoard; advertiser, advertising agency, media, advertising services sector and the consumer sector. The 5 elements are shown as adjacent circles, which symbolize unity and harmony. They appear to be in motion which depicts vitality and dynamism. The background is a deep blue field which symbolizes social consciousness and service to country. First Published, September 1975 Revised, June 1979 Revised, January 1984 Revised, March 1987 Revised, October 1990 Revised, 1996 Revised, March 2000

C:\Cris-Temp_file\ACRC-2006\Code of Ethics\ACRC Code & Manual.doc 1

PREFACE The need for an alternative democratic system of self-regulation in the advertising industry became apparent in the early 1970s when the Marcos administration sought to impose controls on media use, including on advertising, through the Mass Media Council. Through the efforts of advertising industry leaders, the Mass Media Council eventually gave way to a Council of Advertising, Public Relations, Research and Sales Promotion chaired by respected advertising practitioner Francisco Floro. This Advertising Council, in turn, created a sub-committee composed of representatives from the Association of Philippine Advertising Agencies, the Cinema Advertising Association of the Philippines, Kapisanan ng mga Brodkaster sa Pilipinas, Lapian ng mga Adbertaysing Praktisyoners na Pilipino sa Ikauunlad ng Sambayanan, the Outdoor Advertising Association of the Philippines, the Philippine Association of National Advertisers, the Print Media Organization, the Office of Civil Relations, Institute of Mass Communications, and the consumer sector. The sub-committee under the chairmanship of Lyle K. Little, undertook the drafting of a Code of Ethics for the advertising industry. After 15 months of preparation, the Code was signed and ratified in March of 1974 by all participating organizations represented in the sub-committee. Following its formation in May, 1974, the Philippine Board of Advertising (PBA), later renamed the Advertising Board of the Philippines (AdBoard), formally adopted the Code on April 15, 1975 and commenced its implementation. Since then, the Code has undergone a series of reviews and revisions to address developments in the industry. Updated revised editions of the Code were adopted in 1975, 1979, 1984, 1987 and 1990. In November 1994, the AdBoard Board of Directors decided to conduct another comprehensive review of the Code to make it more responsive and relevant to the industrys needs and current advertising practices. The Code of Ethics Review Committee was then formed in March 1995 with AdBoard Advertising Content Regulation Committee (ACRC) Regular member Antero B. Javier, Jr. as Chairman. The final draft of this edition of the Code was completed by the Review Committee on August 31, 1995 and ratified by the AdBoard Directors on January 23, 1996.

C:\Cris-Temp_file\ACRC-2006\Code of Ethics\ACRC Code & Manual.doc 2

CODE OF ETHICS FOR ADVERTISING ARTICLE ARTICLE ARTICLE ARTICLE Section Section Section Section I. Statement of General Principles II. Applicability III. Definition of Terms IV. Advertising Code of Ethics 1. Presentation 2. Disparagement 3. Comparison Advertising 4. Advertising Slogans and Terms 5. Specific Claims 6. No. 1 Claim (or Equivalent) 7. Testimonials 8. Scientific Claims 9. Suggestive Brand Name Advertising 10. Before and

Section Section Section Section Section Section

Section Section

12.1 12.2 12.3 12.4 12.5 Section Section Section Section

Section Section Section

Section Section Section

Section

Section Section ARTICLE ARTICLE ARTICLE

Appendix

After Comparisons 11. Use of New or Improved 12. Non-prescription Drugs, Devices and Treatments General Provisions Terminology/Claims Medical Practitioners Vitamins/Food Supplements Promotions 13. Alcoholic Beverages 14. Cigarettes and Tobacco Products 15. Children 16. Philippine Standards and Symbols 17. Financial Services 18. Educational/Traini ng Institutions 19. Articles That Require Assembling 20. Advertising for Charitable Causes 21. Corporate Advertising 22. Exploiting Unnatural Phenomena 23. Agrochemical and Veterinary Products 24. Price Advertising 25. Miscellaneous V. Implementation and Procedure VI. Sanctions VII. Clearances, Interpretations and Amendments I. AdBoard ACRC Guidelines for the Screening of Cigarette/Tobacco Advertisements.