The Code of Ethics of the Ad Standards Council (ASC) PDF

The Code of Ethics of the Ad Standards Council (ASC) Before the Ad Standards Council - The Philippines has over 30 years of self-regulation. The earliest Advertising Code of Ethics dates back to the Philippine Board of Advertising (PBA) established in 1974. - In 1989 the PBA wa...

The Code of Ethics of the Ad Standards Council (ASC) Before the Ad Standards Council - The Philippines has over 30 years of self-regulation. The earliest Advertising Code of Ethics dates back to the Philippine Board of Advertising (PBA) established in 1974. - In 1989 the PBA was renamed AdBoard (Advertising Board of the Philippines) and was mandated by IRR of RA 7394 or Consumer Protection Act to ensure that all advertising materials conform to its Code of Ethics. - The AdBoard Advertising Content & Regulations Committee (ACRC) had been the main implementing arm of advertising self-regulation in the Philippines until March 2008 when the Ad Standards Council (ASC) took over this function. Ad Standards Council (2008) - The Ad Standards Council is a non-stock, non-profit organization which aims to promote truth in advertising through self-regulation of advertising content. - The ASC was established by the major stakeholders of the advertising industry 1. i.e. PANA (representing the Advertisers), 2. 4 A’s (representing the Advertising Agencies), 3. and KBP (representing Media). - The ASC currently handles the screening of all forms of advertising and settles all disputes with regards advertising content. - The current Advertising Code of Ethics, an updated version of the AdBoard Code of Ethics was first released in March 17, 2008. - Shortly after the ASC took over the advertising self-regulation functions of the AdBoard, a committee was formed to review the code and the result was a comprehensive document that reflected the needs of the advertising industry at that time. - On its third year, the ASC is further reviewing its code. - This was triggered by the need to adopt the new developments in both the local and international advertising scene. - Over the last few years, responsible advertising had been at the center of controversy when it comes to promoting unhealthy eating habits, irresponsible drinking, and promoting wrong values among other things.  - On the other hand, the scope of advertising has expanded beyond the traditional forms. New marketing disciplines such as digital marketing and environmental marketing are emerging in the scene and therefore need to be addressed in the code. ASC’s Mission - It is the ASC’s mission to protect the consumers first and foremost. And we can only do this through an advertising self-regulation process that is responsive to their needs. - The ASC Code helps ensure that advertising is truthful and accurate. Upholding the integrity and credibility of advertising makes it a more powerful tool to influence consumer purchases. - Truthful advertising also encourages fair play among competitors and the ASC has provided an efficient venue for efficient resolution of companies with advertising disputes. - The Code Team included in their research local and global references such International Chamber of Commerce (ICC) for guidelines on Responsible Advertising for Children, Environmental Claims, Digital Marketing, and other countries’ authorized regulating bodies. Scope of Coverage - Generally, the Code applies to all advertising and other marketing communication, including Digital marketing, for the purpose of promoting any kind of goods and services, companies, and institutions. - The Code must be observed by everyone concerned in the practice of marketing communication, whether as an advertiser, advertising agency, in the media, or in related functions. The Optical Media Board (OMB) - The Optical Media Board (OMB) in the Philippines is a government agency responsible for regulating the production, use, and distribution of optical media, such as CDs, DVDs, and Blu-ray discs. - Established under the Optical Media Act of 2003 (Republic Act No. 9239), - the OMB aims to protect and promote intellectual property rights by overseeing the mastering, manufacturing, importation, and exportation of optical media products. The OMB’s functions include: Formulating and implementing policies ○ to achieve the objectives of the Optical Media Act. Evaluating and licensing ○ individuals and entities involved in the optical media industry. Conducting inspections ○ and enforcing regulations to prevent piracy and ensure compliance. The five regular members of the OMB are: 1. Three representatives from private sector, each of whom appointed from an identified industry relying on intellectual property protection. 2. A representative from the consumer organizations. 3. A representative from the academe. The OMB has four ex-officio members, namely: 1. Secretary of the Department of Trade and Industry (DTI) or his duly authorized representative; 2. Secretary of the Department of Interior and Local Government (DILG) or his duly authorized representative. 3. Secretary of the Department of Finance (DOF) or his duly authorized representative; and 4. Director-General of the Intellectual Property Office (IPO) or his duly authorized representative; The MTRCB - The Movie and Television Review and Classification Board (MTRCB) is a Philippine government agency responsible for the classification and review of television programs, movies, and home videos. - Public, Industry, Workplace - Established under Presidential Decree No. 1986, the MTRCB ensures that content is appropriate for various audiences and adheres to community standards. The MTRCB utilizes the following ratings system. FOR TELEVISION GP – General Patronage PG – Parental Guidance The MTRCB’s main functions include: Reviewing and classifying ○ films, TV shows, and other audiovisual content. Issuing permits ○ for the exhibition and distribution of these materials. Monitoring compliance ○ with classification ratings and guideline Pilipinas Anti-Piracy Team - The Pilipinas Anti Piracy Team (PAPT) is a government-led initiative to reduce software piracy in the Philippines. - The team is composed of the 1. National Bureau of Investigation, 2. Optical Media Board, 3. Philippine National Police and supported by the Business Software Alliance and 4. the Intellectual Property (IP) Coalition. What is the KBP? - The Kapisanan ng mga Brodkaster ng Pilipinas (KBP) is a non-government, non-profit organization of the broadcast media in the Philippines. - Its aims include the promotion of independent and free broadcast media, responsible broadcasting, enhanced public service by broadcasters, advancement of innovation in broadcasting, and the development of Philippine broadcasting. Kapisanan ng mga Brodkaster ng Pilipinas (KBP) - The KBP was organized on April 27, 1973, initially with 19 members but grew within a few months to include practically all radio and television broadcast stations in the country at that time. - Martial law had just been declared before the KBP was organized. In view of this, the KBP worked with the Broadcast Media Council (BMC), a self-regulatory council appointed by the government for the broadcast industry, in formulating and implementing policies for the development of Philippine broadcast media After Martial Law - After the lifting of martial law, the Broadcast Media Council (BMC) was dissolved and the KBP, as a private association of broadcast operators, established its own system of self-regulation and standards for radio and television stations in the country. - The KBP represents the interests of the broadcast media in advancing the cause of a free and responsible broadcast media and helping its members maintain a relevant role in Philippine society in the 21st century. Principles 1. Katotohanan - Truth 2. Bukas na Isipan - Openmindedness 3. Panangutan - Accountability 4. Balanse - Balance 5. Responsible 6. Otoridad ng saligang batas - The authority of the constitution 7. Dangal ng kagandahang asal - dignity and decorum 8. Katwiran - Righteousness 9. Alaga at Pag-iingat - Careful and Rudent 10. Sumusunod - Obedient 11. Tapat - Trustworthiness 12. Epektibo - Effective 13. Respeto - Respect Organization Overview Kapisanan ng mga Brodkaster ng Pilipinas (KBP) ○ Description of KBP's establishment, objectives, and role in Philippine broadcast media. ○ Founding Date: April 27, 1973 ○ Collaborations: Broadcast Media Council (BMC) during Martial Law ○ Post-Martial Law: Self-regulation and Standards Establishment Articles and Sections ARTICLE 1: ○ Sec. 3: Fairness & Objectivity News must be fair, factual, and objective; no bribery or biased reporting. ○ Sec. 4: News Sources Importance of credible sources, attribution, and confidentiality. ○ Sec. 6: News Interviews The integrity of interviews—no distortions or misleading edits. ○ Sec. 7: Unconventional News Gathering and Reporting Use of hidden cameras only under extreme circumstances. ○ Sec. 8 D&E: News Production Aids and Techniques Clear labeling for re-enactments; limitations on advertising in newscasts. ○ Sec. 9: Sensationalism Presentation of news must avoid panic or alarm. ARTICLE 3: Coverage Involving Children ○ Sec. 1 - 5: Respect for children’s dignity, privacy, and avoidance of sensationalism. Restrictions on ambush interviews. ARTICLE 4: Personal Attacks ○ Sec. 1 - 2: Prohibition against personal attacks and programs intended to unfairly criticize individuals or groups. ARTICLE 6: Crime and Crisis Situations ○ Sec. 1 - 4, 9 - 10, 13: Focus on safety over coverage, avoid jeopardizing strategies or aggravating situations, and restrict disturbing images. ARTICLE 8: Political Propaganda ○ Sec. 4 - 5: Protocols for employees engaged in political campaigns and transparency for election propaganda broadcasts. ARTICLE 11: Children Programs and Welfare ○ Sec. 11 - 12: Prohibition on vulgar, indecent, or hazardous activities for children. ARTICLE 15: Music ○ Sec. 4: Prohibition of songs promoting indecency, substance abuse, violence, or discrimination. ARTICLE 18: Gambling and Betting Coverage ○ Sec. 1: Guidelines for covering gambling activities, including timing restrictions.  ARTICLE 27: On-Air Language ○ Sec. 1 - 3: Restrictions on vulgar, violent, or insulting language. ARTICLE 31: Bribery ○ Prohibition on receiving money or gifts to bias coverage. Gender-Fair Stories in Media What is gender-fair? - According to UNICEF, gender fair refers to the concept that women and men, and all genders, girls and boys have equal conditions, treatment, and opportunities for realizing their full potential, human rights, and dignity. - (Gender Fair) It emphasizes providing fairness and justice in the distribution of benefits and responsibilities across all genders. Gender-fair practices contribute to social, cultural, and political development by ensuring equitable representation and participation for everyone. - IRR - There is a move in the government to hire LGBT Developing Gender-Fair Stories - A gender lens allows one to gain deeper insight into all issues that are covered by media, because events, policies, politics, and business impact men and women differently, just as they do the rich and the poor. - Understanding the difference can help us to see the dimensions of a story that would be otherwise overlooked. These questions may help in analyzing and developing gender-fair stories: 1. How varied are the voices in this story? Where are the women, men, and all genders in it?  2. How are the women portrayed? (Is it in a manner that reinforces stereotypes that unduly show them as victims?) 3. What roles do these men and women have (thinking also about age, class, race, and ethnicity) and how do these factors shape the issue and story? 4. What are the power relationships between men and women and how do these roles and power relationships further explain the issue being addressed? 5. How are the impacts of events and processes different for women and men? Promoting Gender Equality in Media Content - The media plays a significant role in shaping societal norms and perceptions related to gender. To address this, UNESCO is committed to fostering gender equality within media content. This involves ensuring that stories accurately reflect the actions, views, and concerns of all genders. Challenging Stereotypes and Language Use - Gender-sensitive reporting requires journalists and producers to be mindful of language choices. - Using gender-fair language helps avoid reinforcing stereotypes and ensures that women are not merely portrayed as caregivers or sexual objects. - By eliminating pervasive gender biases, media professionals can create a more accurate and diverse portrayal of our societies. Balancing Representation and Equity in Newsrooms - Achieving gender equity within newsrooms is crucial. Media organizations should strive to balance the presence of women and men in decision-making roles. By doing so, they can enhance media coverage of gender-related issues and contribute to a more inclusive and representative media landscape. Gender Stereotypes in the Philippines 1. Talkative women 2. Pink and blue 3. Girl with a lot of friends 4. Men first move 5. Gender-based games 6. Men don’t cry 7. Women emotional 8. Men go to work and women don’t 9. Men are smarter than women 10. Men are stronger than women Create more materials that are gender fair - stories, and creative works that promote fairness, equality, and balance CODE OF ETHICS FOR MEDIA FOREWORD The Philippine Commission on Women (PCW) introduces "Towards a Gender-Fair Media" to address patriarchal practices in media and promote gender equality. This document comprises the Gender Equality Guide, Code of Ethics for Media, and Guide to Protect Women Against Discrimination in Media and Film. It supports the implementation of Republic Act 9710 (Magna Carta of Women) and emphasizes the media's role as an educator and opinion shaper. Media practitioners and students are encouraged to use this document to promote gender fairness and eliminate biases. Remedios Ignacio-Rikken, Chairperson, PCW BACKGROUND I. Introduction The 1987 Philippine Constitution guarantees freedom of expression but also ensures equality before the law for women and men (Sec. 14, Article II). However, freedom of expression is not absolute and can be regulated. Republic Act 9710, the Magna Carta of Women, urges media to comply with these regulations, reviewing policies and codes of ethics to uphold women's rights. The Image of Women in Media The Global Media Monitoring Project (GMMP), conducted by the World Association of Christian Communicators, reports that women are underrepresented in news media, with only 24% of subjects in the news being female. Almost half of all news stories reinforce gender stereotypes. In the Philippines, women make up only 23% of news subjects across media. Key statistics: Women in TV: 25% Women in radio: 23% Women in newspapers: 20% Main story topics: Celebrity, Arts & Sports: 67% women Science & Health: 41% women Crime & Violence: 20% women Section 16 of the Magna Carta of Women calls for the non-discriminatory portrayal of women in media, encouraging policies that promote women's dignity and their roles in society. II. Laws Regulating Media A. Broadcast Under Section 11 of Article XII of the Constitution, broadcast media (TV, radio) must follow regulations for operation. The National Telecommunications Commission (NTC) manages frequencies but does not regulate content. B. Film, Television, and Video The Movie and Television Review and Classification Board (MTRCB), established under Presidential Decree No. 1986, regulates film, television programs, and videos. The Optical Media Act of 2003 also introduced regulations for optical discs. III. Some Existing Codes and Proposed Changes Various existing media codes have provisions on gender equality. The following suggests edits to enhance their adherence to gender-fair standards. A. Philippine Journalist’s Code of Ethics: Existing: "I shall not ridicule any person by reason of (sex), creed, religious belief, political conviction, cultural or ethnic origin." Suggested edit: "I shall not ridicule any person by reason of gender and sexual orientation, creed, religious belief, political conviction, cultural or ethnic origin." B. Philippine Daily Inquirer Manual of Editorial Policies: Existing: "Use women experts and sources when relevant." Suggested edit: "Ensure accuracy includes the use of non-sexist language that does not exclude women." C. Kapisanan ng mga Brodkaster ng Pilipinas (KBP): Broadcast Code of the Philippines 2007: ○ Article 22: "A person’s race, religion, color, ethnicity, gender, and disability shall not be used in a way that could embarrass or ridicule anyone." ○ Suggested edit: "A person’s gender and physical or mental disability shall not be used in a way that could embarrass, denigrate or ridicule anyone." IV. Developing Gender-Fair Stories A gender lens is necessary for every story to ensure diverse representation. Consider the following questions when developing stories: Are women's voices included? How are men and women portrayed? What power dynamics exist between genders in the story? How do events impact men and women differently? CODE OF ETHICS FOR MEDIA In compliance with Republic Act No. 9710, the Magna Carta of Women, this Code of Ethics aims to promote non-discriminatory portrayals of women in media. Preamble We respect the dignity of all persons of any race, ethnicity, age, disability, gender and sexual orientation, religious and political beliefs; We believe in the equality of men and women and fundamental freedoms in the political, economic, social, cultural, and civil and any other field; We believe in the fundamental rights inherent in all human beings and recognize that women’s rights are human rights; We recognize the international instruments and national commitments that set direction and standards for addressing issues of gender inequality and discrimination; A. Content Include women's voices and perspectives in public debates. Ensure stories are fact-based, providing sufficient background and context. Avoid treating women as objects; focus on their contributions to society. B. Balance Present all sides of the issue fairly. Do not insult or disrespect anyone based on their identity. Provide airtime and space for women’s issues. C. Accuracy Avoid trial by publicity. Verify news sources and avoid editing the news to fit narratives. Use realistic images and avoid computerized alterations. D. Sources Do not plagiarize. Double-check and corroborate sources. Include women as experts and news sources. E. Language Use gender-inclusive, non-sexist language. Avoid offensive or vulgar language and stereotypes. Avoid labels that reduce individuals to their gender or other characteristics. F. Images of Women Avoid exploiting women’s images. Show realistic portrayals of women. Do not encourage violence or appeal to prurient interests. G. From the eye to the Camera to the Screen/Page Protect the identity and privacy of women and violence survivors. Obtain permission before taking photos or filming subjects. H. Integrity Avoid accepting gifts or considerations that could compromise news integrity. Correct mistakes promptly. Avoid conflicts of interest.