OMAG Expresses Views on Sexy EDSA Billboards
The outdoor media industry appeals to critics to stop blaming the billboards as the cause of worsening traffic conditions, specifically traffic buildups.
Atty. Troy Bañez, spokesperson for the Outdoor Media Advocacy Group (OMAG), points out that national roads will always be congested, especially during certain hours of the day, with or without the so-called eye catching or sexy billboards.
“There are so many factors behind the perennial traffic problems: an escalating number of vehicles plying the roads, malfunctioning traffic lights, errant public utility vehicles, inefficient traffic enforcers, and roads that are simply out-of-condition,” asserts Atty. Bañez.
“Singling out the outdoor ads is unfair. As far as we know, there has been no reported accident caused by a motorist or a pedestrian due to attention to billboards,” he says.
OMAG is composed of major billboard operators and the Outdoor Advertising Association of the Philippines (OAAP).
The group also cringes at allegations that some billboards are “pornographic and immoral”.
Billboard ads require approval from the Ad Standards Council (ASC) of the Advertising Board of the Philippines prior to installation. “Its contents are reviewed by the ASC with the consumer’s interest as a paramount consideration and to safeguard truth in advertising,” clarifies OMAG member and United Neon Ads president Danny Lim.
Atty. Bañez added that some products and services call for visually candid ads to effectively communicate their message to the audience. “For instance, how can you promote body-sculpting services convincingly without displaying a curvy body?” he asks. “Or execute an underwear clothing campaign without showing models wearing the articles?”
“The important thing is the visuals are executed tastefully and passed the stringent requirements of the ASC,” he adds.
The industry assures the public that outdoor ad group members themselves help ensure that all policies are followed and errant suppliers are reprimanded. United Neon, for one, is adamant against accepting projects from advertisers of the so-called sin products like tobacco, gambling and alcohol. It is the policy of the company not to accept sin products and lewd or sexually explicit printed material for display in our structures even if it is approved by ASC.
OMAG also entertains reports and complaints on structural, safety and content issues concerning out-of-home ads. For their observations or complaints, the public may call the Outdoor Advertising Association of the Philippines at (02) 7510255 or contact OMAG at 09178310511.
