ASC inducts 2026 board, strengthens push for responsible advertising

The Ad Standards Council (ASC) held its induction of Officers and Board of Directors representing its seven member associations at the Makati Diamond Residence. The ceremony marked another milestone for the country’s premier self-regulatory body in advertising and marketing communications, now on its 18th year of operations.

The ASC’s seven member organizations—the Kapisanan ng mga Broadcasters ng Pilipinas (KBP), the 4As Philippines, the Philippine Association of National Advertisers (PANA), the Digital Media Arts Philippines (DMAP), the Marketing & Sales Association of the Philippines (MSAP), the Out-of-Home Advertising Association of the Philippines (OHAAP), and the United Print Media Group (UPMG)—all represent this year’s incoming board, which brings together veteran leaders and several new faces ready to meet the demands of a rapidly evolving communications landscape.

Government and industry unite for responsible communications

In a notable first, Department of Information and Communications Technology (DICT) Secretary Henry Rhoel Aguda served as the evening’s Keynote Speaker and Inducting Officer. Secretary Aguda commended the ASC for its share of five decades of upholding self-regulation, consumer protection, and honest advertising in the Philippines. He noted that while much has changed over 50 years — from media platforms and technology to consumer behavior — the ASC, the industry’s current self-regulatory body, has remained consistent in its values, its dedication and integrity in its commitment to high standards, earning stronger public trust as a result.

Secretary Aguda expressed his vision for a deeper partnership between government and the advertising industry, mentioning Oplan Bantay Katotohanan that ensures spaces are safe, especially against harmful and misleading content, also continuously interacting with social media platforms to improve their self-regulation.

The DICT Secretary further proposed the formation of a counterpart ‘Digital Media Standards Council’—to be led by the KBP in collaboration with DICT and other government agencies — aimed at combating fake news, misleading ads, and misinformation. The initiative aligns with the Administration’s mandate of Digital Bayanihan and its goal of leaving no Filipino behind in access to digital connectivity.

Said Secretary Aguda, “Kaya napakahalaga ng partnership namin with ASC. Sa tulong ninyo, mas napapalakas natin ang ating efforts para maprotektahan ang mamamayan at masiguro na ang online platforms ay lugar ng safe at responsible communication. Sa huli, iisa lang ang goal nating lahat: isang environment kung saan ang communication ay tapat, at ang mamamayan ay well-informed at protektado [That’s why our partnership with ASC is so important. With your help, we can strengthen our efforts to protect citizens and ensure that online platforms are a place of safe and responsible communication. In the end, we all have the same goal: an environment where communication is honest, and citizens are well-informed and protected].”

Also attending the ceremony was National Telecommunications Commission Commissioner Ella Blanca Lopez.

A new ASC President from the 4As

Ronald Barreiro, current Chairman of the 4As Philippines, this year’s ASC President underscored the enduring importance of self-regulation—not as the absence of rules, but as a commitment by industry insiders to hold themselves to a higher standard and protect public trust.

He emphasized that the ASC’s strength lies in collaboration: among advertisers, agencies, media, digital platforms, and government partners.

“We also recognize that in today’s world, self-regulation cannot stand alone. The strength of the Ad Standards Council has always come from partnership — partnership among advertisers, agencies, media, and digital platforms, and equally important, partnership with government institutions that share our commitment to fairness, responsibility, and consumer protection.

When industry and government work together, we create a system that is both credible and practical. It is precisely this willingness to work together that has allowed our self-regulatory system to endure, to adapt, and to remain relevant in a rapidly changing world. We need to be the light that leads the way. And this is the legacy we must continue to build,” said Barreiro.

Barreiro also called on the next generation of industry professionals to uphold the ethical foundation being built today, noting that the industry’s legacy will ultimately be defined not by how much freedom it claimed, but by how responsibly it chose to use it.

KBP returns to the chairperson’s post

2026 marks the return of the Kapisanan ng mga Broadcasters ng Pilipinas to the ASC Chairperson role, with Butch Canoy assuming the position. In his address, Canoy acknowledged the pressures facing the industry—global tensions, economic uncertainty, and growing questions about the continued relevance of self-regulation—while firmly reaffirming the ASC’s dedication to its core values of integrity, fairness, truthfulness, respect, and responsibility.

“Only when we stand as one organization, promoting these values, can we overcome any potential obstacle that comes our way.

Now, more than ever, we will do our fair share in helping build an honest, decent, and on-the-level communication environment that propagates what is correct, right, and valid. When fake news and disinformation continue to abound, we will continue to become beacons of veracity and accuracy. We should not cower under the pressure of the need for speed or desire to be the first in spreading information that lacks vetting or confirmation,” said Canoy.

Canoy continued to outline a clear agenda for 2026: forging stronger ties with government partners through Memoranda of Agreements, championing accuracy and truth in the fight against fake news and disinformation, and streamlining internal rules and processes to make compliance more effective and accessible for all stakeholders.

He also issued a direct call to the next generation of industry leaders, urging them to step up, take ownership, and nurture the self-regulatory ecosystem they are set to inherit. “The next 50 years may be a mystery, but we must start fortifying the foundation now. You will inherit the benefits of a self-regulating ecosystem. Do your best to continue the legacy that was started half a century ago,” said Canoy.

The 2026 ASC Board, Technical Committee, and Management closed the evening with a collective pledge to actively listen to the industry and work toward a more progressive, impactful ASC—one committed to safeguarding truth and trust in Philippine advertising for years to come.

As the ASC begins this year’s chapter, it’s all hands on deck for Executive Director Robbie Aligada—a task he is well-prepared to undertake.

“We already spent the first quarter of 2026 reviewing last year’s data to equip us with the numbers to make key decisions. This year is going to be a stunner. We will find ways to strengthen the memberships of our 7 organizations; progress in making self-regulation truly beneficial by responding to industry suggestions and needs, as well as gear up for the last installment of a 3-year celebration of the 50th anniversary of self-regulation. This year is going to be exciting,” said Aligada.

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