Philippines – Despite its good intentions to standardize all outdoor media in Metro Manila, the Metro Manila Development Authority (MMDA) and various ad industry bodies has failed to win the support of Outdoor Media Advocacy Group (OMAG) for the new Outdoor Media Magna Carta.
“We have serious issues regarding the legal authority of the signing parties as well as the legal validity of the provisions of the Magna Carta. We already have a law, why can’t we just implement it?” Atty. Troy Banez, executive director of OMAG, said in a statement.
The group is referring to Presidential Decree 1096, or the National Building Code, which has be policing structures such as billboards in the country for decades.
It also argued that local government units have rules that are inconsistent with the Magna Carta, which could undermine the MMDA’s authority. The OMAG stated that they have filed for a separate, overarching law for the OOH industry and is now gaining traction.
“We are indeed troubled that uncertainly continues to haunt our industry. After thorough discussions, we have decided that the best recourse to clear this uncertainty is the passage of a law, a Republic Act, which every government agency, outdoor media operator and property owner, and advertiser – whether national and local -is duty-bound to follow..”
The Metro Manila Outdoor Media Magna Carta was signed by the MMDA, Philippine Association of National Advertisers, Association of Accredited Advertising Agencies, Media Specialists Association of the Philippines, AdBoard and Outdoor Advertising Association of the Philippines on 19 September.