Patas na Patalastas 2025: 50 Years of Ad Integrity

MANILA, Philippines —The Ad Standards Council (ASC) proudly stages another landmark as the Industry celebrates the second year towards the 50th Anniversary of Advertising Self-Regulation at the Rizal Ballroom of the Makati Shangri-la Hotel.

Patas na Patalastas 2025, the National Summit on Fair and Progressive Advertising Self-Regulation, is a milestone industry event that marks five decades of commitment to truth, fairness, decency, and lawfulness in the advertising industry.

At the Summit, the industry reflects on its half century history of a commitment to ethical standards and responsible advertising with a shared vision of integrity and progress.

This year’s Patas na Patalastas builds on past discussions, setting a high bar for accountability in shaping the landscape of Philippine advertising, committing to remain responsive to evolving societal needs.

“We continue with the same purpose from last year. As communicators who reach the Filipino public, we must keep our ear to the ground. Every day, we need to remain vigilant to fulfill our mandate in protecting consumers. Today, we shall learn and exchange ideas that we will bring back to our business for the betterment of the people,” said Jun Nicdao, Oversight Committee Chair.

A Legacy of Integrity and Innovation
Amid significant political shifts during Martial Law in 1974, visionary leaders from both the private and public sectors came together to establish a self-regulatory body for Philippine advertising. With courage and foresight, they built a system grounded in truth, fairness, and responsibility – an act of faith on what the industry could become.

Their legacy is not only a safeguard for consumers but a living testament to integrity in communication.

Today, fifty years later, that same spirit continues to inspire us to raise the bar, adapt with the times, and champions advertising that serves both people and progress.

“The truth is, both the Philippine advertising self-regulation model supported by the Ad Standards Council, as well as its Code of Ethics, have since become a global benchmark. We are what we practice. The Ad Standards Council is known to continuously strive to adapt to shifts in consumer behavior, economic conditions, and technological advancements. We are here to learn,” shares Robbie Aligada, ASC Executive Director.

The rise of digital media has transformed marketing communications, presenting new challenges such as the spread of misinformation and the need for vigilant truthfulness. Entrants to the industry include content creators, influencers, eCommerce marketeers, and online producers and channels.

“In a time when misinformation spreads fast, when children are exposed to content without filters, and when economic and social vulnerabilities can be exploited, the role of responsible advertising has never been more critical. We are not just selling products—we are shaping culture, behavior, and national identity. This summit aims to keep the discussions going to enable us to serve better,” said Bobby Barreiro, Over-all Summit Chair.

An Industry Navigating New Frontiers
The 2025 Industry Summit gathers industry leaders, practitioners, and stakeholders to explore crucial topicsin modern advertising:

1. The Truth-Telling and Truth-Selling: Tackling the challenges of upholding honesty amid disinformation
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2. Fame, Follows and Fairness: Using influencers effectively and responsibly within advertising parameters
3. Control + AI + Delete: Asking the defining boundaries of ethical, and bindings of legal considerations of AI in advertising
4. Marketing with Care: Responding to concerns calling to reshape healthy choices for the next generations

“This celebration is more than a tribute to our past—it’s a renewal of our purpose,” said ASC Chair Golda Roldan.

“In this digital age, we must be more vigilant, more responsible, and more united than ever before in championing advertising that truly serves the public good. Let this Summit empower advertisers to uphold truth and ethics as we navigate a rapidly changing world.” Golda Roldan, ASC Chair.