The Philippine Online Chronicles

If you drive on EDSA and any other major thoroughfares in the metropolis, billboards litter the skyline and at times can even serve as a distraction to motorists. Since advertisers realized in the 1990’s that the open space along Guadalupe bridge is prime advertising location, billboards have popped up in all shapes and sizes on just about any road, peddling everything from shoes, clothes, food items, vitamins, hair care products and now undergarments.

Sex Sells

Advertisers have become more aggressive in their ads. While everyone knows that sex sells, some ad campaigns have become so risqué, they have garnered the attention of the lawmakers of the country. There are some billboards that use such seductive images, while others use a copy that has a sexual double entendre.

The latest billboard ads to come under fire are the Bench Underwear ads. Bench has been pushing the envelope in recent years, but it seems that this time, many people feel that they have gone too far.

The billboards in question show members of the Philippine Rugby team wearing only their Bench briefs. It seems that a group of scantily clad men disturb the moral fiber of Filipinos. The ads have been received with such distaste, that Mandaluyong Mayor Benhur Abalos has asked these be brought down. It has also roused some members of Congress.

Common Ground for Lawmakers

Our lawmakers are notorious for squabbling and in-fighting. They also have not been viewed as coming from a moral high ground. However, it seems that they have found common ground when it comes to the risqué billboard ads.

San Juan representative JV Ejercito has been quoted saying that “too many billboards of men in briefs are an affront to public decency”. This is in reference to the Bench Underwear ads that have proliferated on major thoroughfares. Larger than life male models wearing only bench briefs and nothing else stare down on motorists of all ages and walks of life.

Leyte representative Ferdinand Romualdez has said that “these giant billboards where private parts of the body have been clearly outlined and emphasized should be dismantled as they pose great danger to the lives of the motorists and contribute to the serious erosion of the country’s moral fiber. We call on the advertisers to police their ranks and for the authorities to create a watchdog that would guarantee quality, well-meaning and clean ads.”

Citizens Battle Against Corruption Rep. Cinchona Cruz-Gonzales feels that “billboard ads should be regulated… in pursuance of the State policy to safeguard the morals of the people, especially the youth.” The State should “promote what is proper and decent,” according to her.

Gabriela Rep. Luzviminda Ilagan sees the billboards as a safety issue. Given that our country is prone to tropical depressions bearing strong winds, the past has shown that these billboards can cause much damage to public property when these steel structures are blown away or fall on vehicles or people on the road. Also, motorists’ attention are diverted from driving to look at the images on the billboards, further adding to their driving distractions, which already include making cellphone calls and texting while driving.

Outdoor Advertising Association of the Philippines – Take heed!

The Outdoor Advertising Association of the Philippines has been asked by the House of Representatives to efficiently monitor and police their own members. They should take down any offensive and inappropriate materials immediately since they serve as major driving distractions and offend public sensibilities.

All these are very valid points and the Outdoor Advertising Association of the Philippines should sit up and take notice. Although there aren’t as many censorship rules when it comes to outdoor advertising, the Association itself should be mindful about what its members put out.

It’s a self-regulating industry with only their own moral compass and good taste to guide them. And there lies the problem, because if the client wants to get attention, advertisers and marketing teams need to think of ways to generate attention and publicity. Placing scantily clad men and women prominently to sell liquor, phone service, plastic surgery services and underwear seems to do the trick.

Safety Hazards

A few years ago, the MMDA under Bayani Fernando, started dismantling these unsightly billboards, regardless of content. However, thanks to a restraining order, he had to stop. This was unfortunate since it was high time someone did something about these steel structures that are not only ruining the Manila skyline, but also serve as a safety hazard or major distraction for people.

Billboards in general should only be allowed on structurally safe areas, such as when it is propped against the side of a building, rather than a free standing unit atop a building, which can be blown away by a strong gust of wind. Perhaps cities can issue ordinances for this, to help limit the number of billboards and to regulate the maximum allowable size.

Censorship vs Freedom of Expression

The other problem with the battle of the billboards is that censorship versus freedom of expression becomes an issue if the government starts to intervene and regulate the industry if the industry cannot regulate itself.

If the things that are shown on TV and in the movies are censored and edited to bleep out bad words, full frontal nudity and other scenes deemed inappropriate, then a case can be made that perhaps the censors should start looking at other unregulated media avenues. After all, billboards are out for everyone to see, including pre-school children, impressionable teens and people from all walks of life.

However, if we need to start passing laws just to regulate advertisements, then freedom of expression may be counter-argued. Also, in this country, the way the rules are implemented can be quite haphazard without taking into account the context. If the advertisers don’t want this to happen, then they need to start reigning in those who are trying to push the envelope too far or the entire industry may be affected.

What’s a Good Rule of Thumb?

How about if it’s not appropriate to show to a five year old child, then it shouldn’t be on a billboard? Billboards should be general patronage material because if they’re too sexually explicit or make a child feel uncomfortable, then they should have no business being on major thoroughfares on the road. Save the ads to be printed in men’s magazines and other media material that won’t easily be seen or exposed to young children.

So in the end, whose responsibility is it to police the advertisers?

The general public that needs to speak up if they find something offensive. People should be able to call the mayor’s office to complain and have any billboard permits revoked for ads that are too controversial or morally inappropriate and offensive.

The MMDA should have the that are inappropriately placed and those that constitute a safety hazard.

If the outdoor advertising industry refuses to regulate itself, then perhaps there should be a total billboard ban. There are more than enough commercials on TV, print ads in newspapers and magazines, and now even ads on bathroom doors and off the side of buses.

Citizens would breathe a collective sigh of relief and we’d all finally get to see an unhindered view of Metro Manila, and we can all focus our attention on driving once again.

Photo: “Buzzing by the Highway” by JP, c/o Flickr. Some Rights Reserved