...creates office to look into billboard content
MANILA, Philippines - The Metropolitan Manila Development Authority (MMDA) has formally created an office that will regulate billboard content in new implementing guidelines it signed on Saturday.
The office, headed by Marikina Mayor Del de Guzman, "shall exercise appellate or oversight function to review and regulate all advertising signs along major thoroughfares of Metro Manila," according to one of the guidelines signed by MMDA chairman Francis Tolentino.
The agency said all advertisers and billboard operators should adhere to existing Code of Ethics for promotions. In case of violation, it said de Guzman's office may on its own file a complaint.
Previously, the MMDA was only involved in structural matters relating to billboards as stated in the National Building Code. The Advertising Board of the Philippines was the one regulating billboard content.
Meanwhile, the MMDA also issued guidelines on the issuance of clearances for billboard operators, and billboard height and size requirements.
Local government units (LGUs), through the Office of the Mayor, shall issue locational and structural clearances or permits within their respective jurisdictions, and order demolition or removal of signs that violate any law or ordinance. The MMDA, on the other hand, will continue to enforce the National Building Code on billboards falling within its jurisdiction.
The MMDA has also banned billboards along Roxas Boulevard and Macapagal Avenue, while in all other areas in Metro Manila, the height limits for billboards shall be determined by the LGUs, it said.
The guidelines further provide that effective January 1, 2012, all existing billboard building permits, business permits and clearances shall be disregarded or canceled, and all billboard sign owners shall apply for new clearances or permits with their LGUs.
Owners and operators of billboards along major thoroughfares such as EDSA and C-5 shall obtain clearance from the MMDA.