MMDA seeks legislation to regulate billboards

The Metropolitan Manila Development Authority (MMDA) is seeking legislation to regulate the content of billboards along major thoroughfares in the metropolis. MMDA assistant general manager and spokesperson Tina Velasco cited the danger of some billboards distracting motorists who might figure in accidents. “We really have to strengthen our consultative sessions to get the (input) of everybody para masolusyonan natin. Alam natin that’s precisely why it’s holding back but we have to have political will to get this done with," Velasco said in an interview on dwIZ radio. In pushing for a legislation to regulate billboards, Velasco said there is no censorship that shields children from being exposed to suggestive billboards. She said the MMDA plans to get back to the advertising industry with these concerns. “We’re talking 24/7 exposure sa mga bata, sa senior citizens. Walang censorship sa billboards, yan ang concern namin," Tolentino said. "Sa TV, you can manage the time slot, sa movies you can manage ratings... but sa case ng billboard, general viewership yan, involuntary or voluntary. And we have two-second rule. The moment a driver is distracted by two seconds, the risk of accident can also increase tremendously," she added. Velasco said the MMDA held back on the issue of billboard contents after meeting with representatives of the Advertising Board of the Philippines in March. At the time, she said the MMDA raised concerns about possible accidents caused by motorists distracted by the contents of the billboard ads. However, it was established during the meeting that the matter was subjective. She said the MMDA cited feedback from consumers that voluptuous curves can communicate a message even if the model is fully clothed. “But they (AdBoard) said, please respect our regulatory body, we’ve been there since 1973, we are the experts here, so we held back," she said. This prompted the MMDA to focus its efforts on checking billboards for structural integrity. “But we have never really gotten into a specific step on content until now. Kasi sabi namin isama ang gobyerno sa pagpapa-approve dahil di natin gusto ang lumalabas na latest billboards," she said. - VVP, GMA News