Philippine Association

Of National Advertisers

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 Philippine Association of National Advertisers
PANA is the biggest and oldest non – stock, non
– profit organization that unites the users of
advertising belonging to every major industry in
the country.
Composed of more than 300 member
companies, PANA fulfills its role and leadership in
the advertising industry as a self – regulatory body
that is committed to the promotion of “Truth in
Advertising”.
PANA is one of the sectoral members of aboard
which was established on January 30, 1958.
Presently, Pana has total of 319 member
companies. It also aims to partner with other
industry organizations in nation building through
responsible advertising and media content.
History of PANA
 The first attempt after the war to organize those
in advertising came with the founding of the old
Advertising club in 1048. The members

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 composed of advertisers, media representatives,
agency people, and others in related fields.
 Because of the diverse interests of its members,
and because it was more of a social club than a
professional organization, was dissolved in 1951.
 In 1956, Robert Hinchman Jr., Advertising
Manager of Caltex, and Anacleto del Rosario
took an active interest in getting advertising
practitioners to form an organization patterned
after the U.S. Association of National Advertisers.
 The efforts resulted in an Organizational
Meeting which was held on October 16, 1957 at
Old Manila Overseas Press Club. 45
representatives from various businesses,
established the urgency of organizing the PANA.
 The organization of PANA was carried out by a
Steering Committee, later on called the
Organizational Committee.
 On January 30, 1958, the Philippine Association
of National Advertisers was born in a general
meeting of representatives from 42 companies

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 which elected the association’s 11 member
Board of Directors.
Mission
Its enhanced mission is to be an association of
advertisers providing leadership, guidance and
support in the promotion of effective, truthful and
responsible marketing communications,
championing self-regulation, consumer protection,
values formation and the advancement of the
practice of marketing communications to global
standards.
Vision
PANA now envisions itself to be the locally and
globally recognized and respected authority in
the Philippines in the area of truthful and
responsible marketing communications essential
to the sustained success of their organization
and their member advertisers.

Logo
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PANANAW, IMC STUDENT’S
COMPETITION
The country's top marketing students in the different
colleges and universities nationwide are given the
chance to conceptualize, design, and present an IMC
plan that incorporates the different communication
theories learned from school into a strategy that is
well-worth using for an actual marketing campaign.
PANAF YOUTH IMC CONGRESS
The PANA Foundation’s IMC Youth Congress is
the initiative of then-PANAF Chair Charmaine
Canillas. She pushed for the development of
academics through supplemental hand-on
training not just for students but for the faculty
as well.
CERTIFICATE COURSES IN MARKETING COMMUNICATIONS MANAGEMENT

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 Done in partnership with the De la Salle University
– Graduate School of Business, the objective of the
program is to develop the student’s planning and
creative skills in harnessing the potentials of
Integrated Marketing Communication tools
towards effectively carrying out their company’s
marketing strategies.
PARTNERSHIP WITH FAO
The Federation of Advertising Organizations or
FAO is a coalition of students of advertising and
allied courses from various colleges and
universities in the Philippines.

Code of Ethics of PANA

Introduction
This code has been formulated and adopted by the
Philippine Association of National Advertisers and its
member-companies in recognition to the need for a
common code of ethics among advertisers.

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 APPLICABILITY AND COVERAGE
This Code of Ethics will be binding to all members of
the Philippine Association of National Advertisers
and shall cover all undertakings related to the
advertising and promotion of the members'
products and services.
1. Good Advertising recognizes both economic and
social responsibility to help reduce distribution costs
and serve public interest.
2. Good advertising depends on public confidence
for its success.
3. Good advertising aims to inform the consumers
and help them buy intelligently.
4. Good advertising tells the truth. It is accurate,
honest and trustworthy.
5. Good advertising conforms not only to the laws
but also to the generally accepted standards of good
taste decency and to the moral sentiments of the
country.
6. Good advertising seeks public acceptance.

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7. Good advertising does not allow any activity that
involves the exploitation of goodwill attached to any
other firm, product or service.
8. Good advertising does helps to dignify the
individual and contributes to the building of a
civilized society.
Four Basic Principles
1. The belief that advertising is an essential factor in
marketing of goods and services and,
consequentially, is an important factor in the
economic life of the country.
2. The belief that the interests of consumers should
be the primary concern of advertisers and in the case
of conflict, the interest of the consumer should
prevail;
3. The belief that public confidence in Advertising
and advertised goods and services should be
promoted, and therefore any practice that tends to
undermine the confidence should be prevented or
corrected.

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4. The belief in the upliftment of the standards and
practices of advertising.

PANA MEMBERSHIP REQUIREMENTS

1. As a requirement for admission, an applicant must
submit a list of activities amounting to no less than
10 Million which was spent for advertising and
communication efforts in the Philippines over a one
year period.
2. An applicant should be a juridical person,
Partnership Corporation (SEC registered) or other
entities, involved in the marketing of products and
services.
3. The applicant must designate a senior
marketing/communication executive as its official
representative and one alternate representative who,
in the absence of the official representative, can act
and attend all PANA functions.
4. The applicant should have undergone the six –
month period as affiliate member.
5. The applicant should have a satisfactory attendance
record in general membership meetings and PANA

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 activities as well as participation in committees
during the six – month probationary period.
6. The applicant should have paid membership dues
and other entrance fees upon completion of
probationary requirements
7. The applicant should be sponsored by at least one
PANA member and be recommended by the
membership committee.
8. The applicant should be approved for admission by
majority of vote of the directors.

THE RELATIONSHIP OF PANA

TO ITS MEMBERS...

 Enables the members of the association to speak with

one voice an act with one purpose on advertising
matters.
 Makes every effort to ensure that all advertising
produced by its members is truthful, does not
mislead, and is in good taste.
 Assist anyone or more of the members on issues of
the general significance relevant to the advertising
trade.
 Encourages the study of the theory and practice of
advertising and the improvement of its techniques: to

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 serve as a center of information on advertising
matters in cooperation allied institutions of
associations: and to facilitate contacts between
advertisers to their mutual advantage.
 promotes further and protect the mutual interests of
the members

TO ITS CONSUMERS

 Promote public confidence in advertising and

advertised goods and services through the promotion
of truth in advertising and by calling attention
practices which tend to undermine that confidence.

TO GOVERNMENT

 Supports as may be deemed desirable any advertising

movement in the national interest.
 Maintains that advertising is a legitimate business
expense, an essential factor in the marketing services
and goods and. Consequently, is an important factor
in the economic life of the country.
 Makes presentations for beneficial legislation
regarding advertising and against unfair legislation or
unreasonable restrictions directed at advertising.

TO EDUCATIONAL FIELD

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  Helps build a reservoir of good advertising talent in
the Philippines through cooperation with the nation's
schools, colleges and universities and other allied
institutions or associations, and the holing of forums,
workshops and seminars in advertising and the
related arts and sciences

TO THE ADVERTISING INDUSTRY

 Works constantly for fair cost in advertising and to

further the adoption of ethical standards of practice in
the business relations among advertising and
cooperate with them for the benefit of advertising.
 Maintains goof relations with the allied institutions or
associations connected with advertising and
cooperate with them for the benefit of advertising.

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Association of
Accredited
Advertising
Agencies-Philippines

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 The 4A's is a non-stock, non-profit organization
composed of various advertising agencies whose common
objective is the promotion of and development of the
advertising agency business in conjunction with the
advertising industry's goals.

The basic goals of 4A's are:

 To upgrade the practice of advertising in this country

 To promote the welfare of the organization as a whole and
its members, individually
 To enhance relations between the member agencies and
other sectors of the advertising industry
 To foster social responsibility among advertising
practitioners and help protect the welfare of the general
public

Vision

To safeguard our members’ interests by being their voice

and to champion creative excellence in the marketing
communications industry.

Mission

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1. To nurture an environment that promotes creative
excellence
2. To uphold our members' rights in dealing with clients,
other industry organizations, and government institutions
3. To be our members' primary source of learning in the
field of marketing and communications
4. To actively apply our resources and talents in the
betterment of society

ASSOCIATION OF ACCREDITED ADVERTISING AGENCIES-PHILIPPINES

CODE OF ETHICS
As Approved by the General Membership

October 11, 2000

AIMS
The 4A’s-P recognizes that, as in any professional
undertaking, certain standards of behavior are necessary in
the practice of advertising if its practitioners are to fulfill
their business and social roles properly and effectively.
The members of the 4A’s-P, therefore voluntarily adopt
this Code of Ethics and commit themselves to abide by it
without reservation, with following specific aims in mind:
1. To upgrade the practice of the advertising.
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2. To promote the welfare of the association as a whole
and of its member-agencies.
3. To enhance and make more effective the working
relationships between advertising agencies and the other
sectors of the advertising industry.
4. To foster social responsibility among advertising
practitioners and help protect the welfare of the general
public.

ARTICLE I
GENERAL PRINCIPLES
The 4A’s-P holds the following general guiding principles:
1. Advertising is a productive activity which importantly
benefits society as a tool of business and as a persuasive
form of communication.
2. Advertising has a social responsibility to be truthful and
relevant, to foster sound values, and promote the welfare
of the public.

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3. Advertising thrives best in a climate of fair competition
under a system of free enterprise.
4. Advertising agencies have certain moral responsibilities
to their clients which arise out of the nature of their
relationship.
5. Advertising agencies have certain moral responsibilities
to media, suppliers and other entities with whom they deal
in the course of doing business.
6. Advertising agencies have certain moral responsibilities
to one another and to the advertising industry as a whole.
7. The practice of advertising should foster love of country
and things Filipino, and should be constant with the
aspirations of the people and observant of the laws of the
land.

ARTICLE II
RESPONSIBILITIES TO THE PUBLIC

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Guiding Principles: The social responsibilities of advertising
agencies are primarily exercised through the
advertisements produced for public consumption, and the
guiding principles will be those of the truthfulness and
honesty, decency, legality, and fair competition as
generally accepted in business. Above all these, the
fostering of sound personal and social values shall be
overriding consideration in the creation of advertisements.
1. Truthful Presentation
Advertisements should not contain any statement or visual
presentation which, directly or by implication, omission or
ambiguity, can likely mislead the consumer.
No exaggerated claims purporting to be statements of
facts should be made if they are likely to mislead.
A misleading advertisement should not be exonerated on
the grounds that the advertiser or
someone acting on his behalf has subsequently provided
the consumer with accurate information.
2. Honesty
Advertisements should be so framed as not to abuse the
confidence of the consumer or exploit his lack of

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experience or knowledge. Advertisements should not,
without justifiable reason, play on fear.
3. Decency
Advertisements should not contain statements or visual
presentations offensive to public decency.
4. Testimonials and References to Third Parties
Testimonials should be genuine and not contain any
statement or visual presentation likely to mislead nor
should they be used in a manner having that effect.
Testimonials which are obsolete or otherwise no longer
applicable should not be used.
Advertisements should not contain any references to any
person, firm or institution without due permission, nor
should a picture of any identifiable person be used in
advertising without due permission.
5. Defamatory References
Advertisements should not contain any references to
another firm or product which is likely to bring that firm or
product into contempt or ridicule.
6. Exploitation of Trade Names and Symbols
Advertisements should not take unfair advantage of the
goodwill attached to the trade names and symbols of
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another firm or product, or of the goodwill acquired by an
advertising campaign.
7. Imitation of Advertising
Any obvious and patent imitation of advertising
illustration, layout, copy, slogans, or packaging and
labeling of products of an advertiser in any one country
and likely either to create confusion in the market or to
stop the anticipated use in that country or elsewhere of his
advertising publicity should be avoided.
8. Identification of Advertisement
Advertisements should be clearly distinguishable as such,
whatever the medium used; when published in a medium
also containing news and editorial opinion, an
advertisement should be so presented that the consumer
can readily distinguish it from the editorial matter.
9. Safety Precautions
Advertisements should not contain any visual presentation
of a situation where normal safety precautions are
disregarded and which thus might encourage negligence.
Special care is called for in the case of advertisements
depicting children.
10. Children and Invalids

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Advertisements addressed to children or young people
should not contain any statement or visual presentation
which might result in harm to them physically, mentally or
morally. Such advertisements should not take advantage
of the natural credulity of children or the lack of
experience of young people and should not strain their
sense of loyalty.
Advertisements should not take advantage of the hopes of
persons suffering from illness or of an impaired ability on
the part of such persons to judge critically advertisements
holding out the promise of a cure or a recovery from
illness.
11. Upgrading of Personal and Social Values
Advertising agencies, in creating advertising to promote
products and services, should always be aware of the
potentially strong influence and persuasive power of this
form of communication on the public, and should
therefore exercise utmost care to foster edifying and
wholesome personal and social values, consistent with the
standards and aspirations of the particular society.

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 ARTICLE III
RESPONSIBILITIES TO ADVERTISERS
Guiding Principles: In their relationship with their clients
and with advertisers in general, member - agencies will be
guided by the principles of service based on best-effort,
trustworthiness, and protection of clients’ interest.
1. Service Based on Best-Effort
Agencies shall exert their best effort in all aspects of
rendering professional service to their clients, specifically:
a) Agencies shall make it their duty to secure and learn
fully all pertinent information regarding the accounts
assigned to them and to help promote these in the
marketplace to
the best of their ability and within bounds of generally
accepted business practice.
b) Agencies shall exercise utmost objectivity and
astuteness in the choice of, and in securing
services from, media and suppliers, with the best interest
of their clients as the primary
and overriding consideration.

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c) Agencies shall endeavor to secure the best items, rates
and concessions for their clients
when transacting on their behalf with their third parties.
2. Trustworthiness
a) Agencies shall exercise utmost honesty, propriety and
prudence in handling their clients’
funds and other property entrusted to them.
Most importantly, they shall observe strictly their
contractual obligations with all parties concerned
regarding the handling and remittance of funds entrusted
to them by their
clients for payment to third parties.
b) All confidential information regarding their clients and
their clients’ businesses, which
agencies gain during the course of servicing their
accounts, shall be kept confidential at
all times, even when they no longer handle the accounts of
said clients.
Newly-hired account executives should not be assigned
accounts directly competitive

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with the accounts they handled in their previous agencies
for at least six (6) months from
the time they resigned from said previous agencies.
3. Protection of Clients’ Interest
In the course of producing and placing advertising for, and
helping promote the products and services of their clients,
agencies shall take all necessary steps and exercise utmost
care in
a) ensuring their clients’ observance of pertinent laws;
b) maintaining their clients’ good reputation with the
public;
c) assuring the observance by third parties of their
contractual obligations with their (the agencies) clients;
and
d) safeguarding their clients’ welfare against the actions of
their (agencies) competitors.

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 ARTICLE IV
RESPONSIBILITIES TO OTHER ADVERTISING AGENCIES
Guiding Principles: The relationship among member-
agencies in the conduct of their business will be guided by
the principles of fair competition, promotion of common
interests, and a spirit of mutual respect and unity.
1. Fair Competition
In the course of soliciting business and in servicing their
respective accounts, member-agencies shall observe all
legal requirements and other generally accepted rules of
fair competition, specifically:
a) they shall, at all times, give honest and accurate
information regarding their respective
credentials, resources and the services they offer.
b) They shall not disparage other agencies in any way to
advance their own interest at the expense of their
competitors.
c) They shall protect the agency’s interest and rights to
commissions (a minimum agency service fee of 15% on
gross or 17.65% on net of transaction) However, the
advertisers and advertising agency may agree in writing on
other forms of compensation.

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2. Promotion of Common Interest
Member-agencies shall undertake to promote their
common interest by adhering to and supporting all
pertinent agreements and decisions reached in the 4A’s-P
which benefit the advertising agency sector of the
industry. Whenever called for, they shall take a common
stand on issues which involve the group’s interest and
distinct from the interests of other sectors of the industry,
specifically:
a) Member-agencies shall not make any public statement
of any kind which shall undermine the interest of the
association, the agency sector, or the advertising industry
as a whole.
b) Member-agencies shall not make any public disclosure
of certain types of information
which have been unauthorized by the association in the
pursuit of the general interest of its members.
c) No member-agency shall undertake to purchase airtime,
space or other outside services
for a new client until the accounts of the said client with its
former agency are fully settled.
3. Mutual Respect and Unity

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Member-agencies shall treat one another with mutual
respect, recognizing their respective duties, rights and
privileges, both within and outside the association. They
shall endeavor to preserve and promote unity and
harmony in the association and avoid all actions which are
divisive, and which tend to undermine the association in
any way.
Specifically, all problems which may arise between
individual members shall first be tackled
within the association and all efforts shall be exerted to
solve them internally before they are elevated to outside
entities.

ARTICLE V
RESPONSIBILITIES TO THE ADVERTISING INDUSTRY
Guiding Principles: Member-agencies of the 4A’s-P
recognize their moral duty towards the advertising
industry to which they belong, the various sectors that
compose it and the people who work in it. In relation to
the industry, therefore, their actions will be guided by the
principles of uplift and development.
1. Uplift of the Industry

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Member-agencies have the duty, in their day-to-day-
activities, directly or indirectly, to have
advertising universally accepted and recognized as a
productive activity which is valuable to society, and its
practice as meaningful and respectable.
The efforts to uplift advertising must extend to all the
various sectors and special interest groups of society,
including, and especially the government.
These efforts must be reflected not only in direct
statements, PR and publicity campaigns, but also in the
day-to-day actions of advertising agencies and
practitioners, their observance of ethical business practice,
their ability to self-regulate effectively, and their social
contributions as concerned members of the community.
2. Development of the Industry
Member-agencies have the duty to help the advertising
industry which means contributing to the improvement of
various functional sectors that compose it, and the
development of the people who work in these various
sectors of the industry.
This specifically calls for the active recruitment and
development of new personnel resources for the
advertising agency sector, as well as looking after the
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welfare and development of the people already working in
the advertising agencies.
This also calls for helping to stimulate the improvement of
technical resources and expertise of media, production,
research, and other entities involved in advertising.

ARTICLE VI
ADHERENCE TO INDUSTRY STANDARDS
Guiding Principles: Member-agencies of the 4A’s-P
subscribe to the principle of self-regulation in the practice
of advertising. Thus, they fully support the advertising
industry’s efforts to regulate itself effectively.
1. Support the Adboard
The Advertising Board of the Philippines is an organization
composed of various sectoral
associations of the advertising industry, whose purpose is
to promote and self-regulate the practice of advertising in
the Philippines. As a member-association, the 4A’s-P gives
full support and adheres to the policies, rules and
procedures adopted by the Adboard, and agreements
reached within the Adboard by the member-association
on various aspects of the practice of advertising.

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2. Industry Standards
Specifically, the 4A’s-P subscribes to and holds itself
bound by industry standards-setting
documents to which it is a signatory, such as the Adboard
Code of Ethics, Rules and Regulations for Advertising and
Promotions and other guidelines, rules and regulations
governing the conduct and practices of specific sectors of
the advertising industry.

ARTICLE VII
RESOLVING ISSUES
Guiding Principles: The guiding principles in resolving
issues raised regarding any provisions of this Code of
Ethics are as follows:
1) Since the Code cannot and is not intended to cover all
possible specific issues or circumstances, the prevailing
spirit of the Code and its major guiding principles, which
are comprehensive in scope, will be applied to specific
cases.
2) Exhaustive efforts must be taken to resolve issues at the
lowest possible level before being
elevated to the next level within the association.

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1. Agencies Involved
In case of issues between individual member-agencies, the
parties involved, through their duly-designated
representatives, will first exert efforts to resolve the issue
between themselves.
2. Committee Head of Committee on Professional
Practice and Ethics/Inter-Agency
Relations as Mediator
If so desired by both parties, the Committee Head for
Professional Practice & Ethics or
his representatives may be asked to mediate as an
impartial third party to facilitate
dialogue and regulate discussion.
3. Committee on Professional Practice & Ethics/Inter-
Agency Relations as Hearing Body
In case of failure to resolve issues at the agency-to-agency
level, said issue may be formally elevated to the above
committee for hearing and resolution. The Committee
shall be composed of a voting chairman and two members
appointed by the Board of Directors. Complaints will be
submitted in writing to the Committee, and the

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respondent will have seven days within which to submit his
written answer to the Committee.
A hearing or series of hearings will be held thereafter as
soon as possible, but not later
than seven days after the deadline set for receipt of the
written answer of the respondent.
The Committee shall render a decision within seven days
after it has secured all the
pertinent information necessary.
4. Reconsiderations by Board of Directors
Either party may ask considerations by the Board of
Directors of the decision of the Committee on Professional
Practice & Ethics/Inter-Agency Relations.
The request for reconsideration must be submitted to the
Chairman of the Board within seven (7) days after the
Committee on Professional Practice & Ethics/Inter-Agency
Relations has rendered a decision. As it deems necessary,
the Board will call for a hearing at the earliest possible
time.
The decision of the Board on the issue will be final.
5. Technical Consideration

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The foregoing procedures in this Article are intended
primarily as guides and not as absolute rules. It is the spirit
and intention that the Committee on Professional Practice
& Ethics/Inter-Agency Relations and the Board of Directors
will use all reasonable means to ascertain the facts
speedily and objectively and arrive at decisions as fairly as
possible, and technical considerations should not impede
the handling of issues.

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Advertising Suppliers
Association of the
Philippines

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 Advertising Suppliers Association of the
Philippines (ASAP) is the national association, uniting
all sectors of advertising suppliers, guided by the
highest standards of ethical, professional and
responsible trade practice as partners in the
advertising industry.
MISSION

 Professionalize and upgrade the business trades

and services of advertising suppliers and firms;
 Uphold the highest standards of trade practices
and ethics in the conduct of business, and
advance the dignity of the profession;
 Promote the welfare of the Association as a
whole and its various service/trade sectors and
members, individually;
 Develop and sustain more effective working
relationships between the advertising service
firms and the other sectors of the advertising
industry it serves;

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 Uphold the tenets and ideals of the ADBOARD
and the principle of self-regulation within the
advertising industry; and,
 Foster social responsibility among advertising
service suppliers, and help protect the interests
of the Trade, in general, its member-sectors and
individuals, in particular, and the public at large.

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Outdoor Advertising
Association of the
Philippines

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 Advertising in the early time were mere message
carved in stone plates, and notices printed on walls. It was
only the form of advertising then, it was outdoor
advertising.
And outdoor advertising, for time, enjoy this
monopoly until print, (newspaper and magazines) and
radio technologies were invented and developed. Up the
early 1960s in the Philippines, outdoor advertising was
regarded as the primary advertising medium, a status
reinforced when 15 established outdoor advertising
companies organized themselves into one, cohesive, solid
voice to form the Outdoor Advertising Association of the
Philippines Inc (OAAP) on August 13, 1964. Its purpose
was to promote the growth of the outdoor advertising in
the Philippines by establishing its own Code of Ethics.
Fifteen founding members made up of its first
aggrupation: ACME Neon Lights, Advertising Associates,
Hi-Art Reproduction, House of Racor, Luzon Advertising,
Manalang Advertising, Manila Neon Lights, Martin
Outdoor, MJ Gonzales & Associates, Modern Advertising,
Outdoor Advertising of the Philippines, Lunod &
Associates, Sierra Neon, United Neon Lights, and Universal
Sales Promotions.
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 Outdoor Advertising has gone a long way: From
stone and wall carvings, to hand painted billboards, and
now to high-tech, large-format photographic print, 3D
inflatable, and big screen electronic signages. And then
there are the undying, reliable, and colourful neon signs
lightning up the city nightlife.

Only in outdoor advertising can show the signs of

the times like no other advertising medium. In one glance,
outdoor advertising blends wonderfully past, present and
future.

The 1964 FOUNDERS

1. Acme Neon Lights’
2. Advertising Associates Inc.
3. HI-Art Reproduction
4. House of Ractor
5. Luzon Advertising
6. Manalang Advertising
7. Manila Neon Lights

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8. Martin Outdoor
9. MJ Gonzales & Associates
10. Modern Advertising
11. Outdoor Advertising of the Philippines
12. Lunod & Associates
13. Sierra Neon
14. United Neon Lights
15. Universal Sales Promotions

OAAP VISION
We envision an association whose members abide by the
Code of Ethics in the practice of their profession and
guided by the principle of self-regulation, and be the only
outdoor advertising association recognized by the
advertising industry as well as the government.

OAAP MISSION
We endeavour members to be responsible citizens who
practice self-regulation within our industry and who
collaborate with the government as we observe public
safety, environmental concerns, the rule of law and respect

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for one another in the practice of our profession vis-a-vis
promoting the greater importance of the outdoor media in
the service of our advertising industry, our community and
our country.

Outdoor Advertising Association of the Philippines

ARTICLE I: Statement of General Principles
Section 1 Being an integral part of mass media, we are
cognizant of the powerful influence of outdoor advertising
on society. We therefore strongly support the practice of
self-regulation as provided for by the Advertising Board of
the Philippines.
Section 2 Public safety will always be the primary
concern in the conduct of our business. We shall therefore
ensure that our structures and displays exceed those
provided for by law, and to faithfully conduct regular
maintenance checks on all our structures so that they
remain structurally sound.
Section 3 We recognize the effect of our structures and
displays on the environment. We shall endeavor to take
into consideration the overall aesthetic impact of our
structures and displays. We shall strictly follow zoning laws
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and building codes as provided by national and local
government agencies.
Section 4 We shall actively and continuously support
worthy public causes by providing free of charge posting
on available vacant outdoor display properties for public
service announcements and or associations, that will
contribute to the betterment and/or upliftment of society.
ARTICLE II: The Code of Ethics
Section 1 Advertising Copy and Designs
1.1 All layouts must conform to the standards set forth
by the ADBOARD.
1.2 Layouts containing elements or messages that
violate existing national or local laws and ordinances must
not be posted.
1.3 Materials shall conform to the screening guidelines
for print and outdoor/billboard materials provided under
Article IV, General Provisions, Section B of the ACRC
Manual of Procedures of the ADBOARD. Print and
Outdoor/Billboard materials are generally post-screened,
except in the following cases where pre-screening shall be
required prior to posting:

42
A. Materials with No. 1 or Superiority or Exclusivity
claims.
B. Materials for infant food formula.
C. Materials that show partial or total nudity or skimpy
attire or any visuals/copy/elements that suggest sexual
stimulation or satisfaction or gratification
Section 2 Outdoor Advertising Signs and Structures
2.1 To ensure general public safety and welfare, outdoor
advertising signs and structures shall be constructed in
accordance with the National Building Code specifications
and standards for safety. All structures must be designed
and signed by a duly licensed Civil / Structural Engineer
and shall be covered by pertinent permits and/or licenses.
In accordance with the provisions of the National Building
Code of the Philippines and its Implementing Rules and
Regulations, any alteration or retro-fitting of a structure
(e.g., additional faces, additional height, etc.) shall require
a certification from a duly-licensed Civil / Structural
Engineer that the resulting structure is safe and that the
provisions of the National Building Code and its
Implementing Rules and Regulations have been complied
with.

43
2.2 Advertising signs shall be erected in areas where
permissible with all necessary permits duly secured from
all concerned government agencies.
2.3 No offers for placement of outdoor advertising signs
and structures in areas prohibited by law (as specifically
stated in the National Building Code and its Implementing
Rules and Regulations, as amended, and other pertinent
laws, rules and regulations) shall be made by an outdoor
advertising firm and accepted by any Advertiser.
2.4 All outdoor practitioners shall be guided by the
pertinent provisions of the National Building Code of the
Philippines, P.D. 1096 and its Implementing Rules and
Regulations, ancillary laws, decrees, executive orders and
other issuances, as well as local ordinances relative to the
following:
2.4.1 Definition:
2.4.1.1 Signs – any letter, work, numeral, pictorial
presentation, illustration, decoration, emblem, device,
symbol or trademark, flag, banner or pennant, whether
illuminated or not, electronic, static or dynamic or any
figure or similar character that is:
– attached to, painted on or in any manner represented on
a building or structure and / or;

44
– used to announce, direct attention to or advertise, and
visible to the public.
2.4.1.2 Chapter 20, “SIGNS” of the National Building
Code of the Philippines is hereby incorporated and made a
part hereof for implementation.
2.4.1.3 “Rule V – Signs” of the Implementing Rules and
Regulations of the National Building Code of the
Philippines is hereby made a part hereof for
implementation.
2.4.2 Classification
– Advertising – Poster – Billboard
– Mobile
– Business – Display – Electronic
– Inflatables
– Ground – Projecting – Roof
– PUVs
– Temporary – Wall – Imprint

2.4.3 Criteria
2.4.3.1 Advertising signs and structures, whether
temporary or permanent, placed within the boundaries of
all national roads and the air space directly above them,
including on all street furniture found with them, such as
but not limited to columns, beams, girders and exterior
portions of station buildings of MRT/LRT and pedestrian
overpasses, center islands, traffic/public signs, lamps and

45
electric posts are prohibited. Permanent or on-premise
signs shall not be installed or erected in such a manner so
as to encroach on the air rights of roadways.
2.4.3.2 Signs shall not obstruct vehicular or pedestrian
traffic, signal lights and street signs / lights.
2.4.3.3 Advertising signs and structures shall not
obstruct, confuse or distract the view or interpretation of
any public signs, traffic signs or devices and which may
blind motorists.
2.4.3.4 Signs shall be so structurally designed so as to
conform to the standards set forth by the National
Building Code.
2.4.3.5 Advertising signs and structures shall not be
placed within fifty (50) meters of immediate approaches to
historical monuments and shrines, parks and parkways.
2.4.3.6 All display content must conform to the
standards set forth by the Advertising Board of the
Philippines (ADBOARD).
2.4.3.7 Signs shall not destroy and alter the natural
beauty of the landscape and seascape.
2.4.3.8 Signs shall be inspected regularly to maintain
their structural integrity to ensure safety. Advertising

46
structures which are vacant, must be installed with public
service or company ads so as not to be eyesores.
2.4.3.9 Sign structures which are no longer to be used
must be dismantled by the outdoor advertising firm which
erected the said structures.
2.4.3.10 Temporary signs, regardless of material and
size, whose sole purpose is commercial in nature, i.e. to
promote a product and/or service of private companies,
shall not be strung or installed over or across any public
thoroughfare or along islands or sidewalks or street lamp
posts, unless otherwise permitted by law ordinance.
Section 3 Trade Practices
3.1 Billboards, neon signs, tri-vision displays, electronic
displays and all other forms of outdoor displays should
allow for a one (1) meter distance from each other, on all
sides. Where advertising displays are installed in a
common structure, they shall be separated by a distance
of one (1) meter on all sides.
3.2 Advertising displays of directly competing products
or services viewed from the same angle, whether on the
same structure or not, shall be separated by an area equal
to one (1) standard display of 40’ x 60’ on all sides.

47
3.3 Obstruction of an existing billboard or on-premise
sign by an advertising billboard from its intended
viewership, no matter how partial, is strictly prohibited. The
existing outdoor advertising sign is considered not
obstructed by a newly constructed sign when it is fully
visible within 200 meters distance from its intended
audience. This rule applies within the boundaries of all
cities in the Philippines, otherwise, full visibility should be
at 300 meters.
3.4 All types of outdoor media, including banners, POP’s
and store support signs, regardless of type and size,
advertising liquor and tobacco, are prohibited from being
installed or situated less than 100 meters away from
schools and churches and shall conform to pertinent laws,
rules and regulations governing such products.
3.5 A person must respect the present Lessee’s right to
his leased site. Unless a property is totally vacated, it is
considered unethical for another company, or any entity,
to negotiate or lease the same property for the same
purpose as the present lessee, even if offered by the owner
himself. Confirmation from the current/former lessee of
the expiration of his lease should be obtained as a matter
of courtesy.

48
3.6 A duly signed memorandum of agreement, lease
agreement or contract of lease with the site owner shall be
required before an outdoor advertising firm can put up
markers at a leased site. Markers must be installed that
includes a prominent sign indicating the company leasing
the site.
Said documents, together with general details of the
intended billboard structure, (such as display dimensions,
whether single or multiple displays per viewing angle and
maximum structure height), shall be registered with the
OAAP for recording purposes to protect its intended line
of sight rights against possible challenge or dispute by
other outdoor companies.
3.7 Once registered with the OAAP, the outdoor
advertising firm shall have exclusive rights to the intended
line-of-sight for the structure for a period of four (4)
months from the date of registration. Failure to start
construction of the structure within the prescribed four (4)
month period to its registered dimensions shall render the
said line-of-sight open.
The outdoor advertising firm shall have a period of one (1)
year from the date of registration to complete the
structure in accordance with its registered dimensions. At
the expiration of the one (1) year period, the outdoor
49
advertising firm’s exclusive right to the line-of-sight shall
pertain only to the line-of-sight of the structure, taking
into consideration the dimensions thereof at the time.
3.8 All outdoor signs must clearly show the name of the
outdoor advertising company including OAAP and
ADBOARD logos, as well as the OAAP Website –
http://www.oaap.org.ph
3.9 It is unethical to undertake unwarranted action,
which will prejudice any other outdoor advertising
practitioner in such a way as to cause him financial loss.
3.10 Advertisers who have outstanding obligations with
an OAAP member shall not be entertained by other
members of the association until such obligations have
been settled. Errant advertisers’ names shall be posted on
the electronic bulletin board of the association – website.
It is however, the responsibility of the member to ensure
that the reason for non-payment of the obligation is not
due to the members’ non-performance or violation of his
contract with the advertiser.
3.11 Ad agency commissions are discretionary
depending on the prior agreement on pricing between ad
agency, advertiser and outdoor supplier.

50
3.12 Members should honor their financial and
contractual obligations with their co-members.
3.13 Members shall abide by ADBOARD cease and
desist orders immediately upon receipt thereof.
3.14 Members with Transit Advertising such as bus ads,
taxi ads, jeepney ads, tricycle ads and roving billboards
shall abide by the guidelines provided by the government
agencies having jurisdiction, such as, but not limited to,
the Department of Transportation and Communication.
3.15 In cases where traffic signs/public signs are
sponsored by Advertisers, the advertisement shall be
displayed separately from the traffic sign/public sign by a
minimum gap of 10 cms. and limited to no more than 20%
of the total area of the traffic sign/public sign.
3.16 The outdoor advertising firm shall inform the
current Advertiser, prior to construction, of additional
structure/s or billboard/s that will be attached to the
current Advertiser’s structure.
3.17 Outdoor advertising firms shall be paid by
advertisers and/or advertising agencies within the period
provided for in their contracts. A penalty of two percent
(2%) per month of the gross billing shall be paid for late
payments without due cause.

51
3.18 Advertising displays shall not obstruct the view of
on-premise signs of business establishments.
3.19 Where applicable, Advertisers and Outdoor
Advertising Firms shall be jointly and severally liable for
violations of the above provisions.
ARTICLE III: The Grievance Committee
Section 1 Complaints for alleged violations of this Code
shall be referred to the Grievance Committee of the
Outdoor Advertising Association of the Philippines (OAAP).
Section 2 Composition of the Grievance Committee. The
Grievance Committee shall be composed of pool of seven
(7) members, whose Chairman shall be appointed by the
OAAP president. The Committee Chairman shall choose its
members from the general membership.
Section 3 The functions of the Grievance Committee are
as follows:
3.1 To act on any complaint from members of the
association lodged against a co-member and other
outdoor advertising practitioner.
3.2 To mediate and settle amicably any intra-party
dispute among members of the association arising from
illegal practice of its trade or profession.

52
3.3 To investigate, conduct hearing and adjudicate cases
that maybe assigned to it.
3.4 To handle other matters which the president may
assign to the committee from time to time.
Section 4 From time to time, the Board shall review,
revise and promulgate implementing rules and regulations
on dispute settlement, including the proceedings of the
Committee and the amount of filing fees.
Section 5 Sanctions. Violation of any provision of this
Code may be subject to a fine and disciplinary action.
Fines shall be imposed as follows:
a) P5,000.00 per offense for violation of 3.1, 3.2, 3.4, 3.8,
3.9 and 3.12
b) P10,000.00 per offense for violation of 3.5 and 3.13
c) P50,000.00 per offense Violation of 3.3
Disciplinary action shall take the form of any of the
following:
a) Warning – for the violation of the OAAP’s Code of Ethics
or for resorting to unethical conduct or practice.
b) Reprimand – discretion of the Board.
c) Suspension – discretion of the Board.

53
d) Expulsion – refusal to abide by the decisions of the
Board in the following instances:
• violations of any of the provisions of the OAAP Code of
Ethics and Guidelines.
• complaint cases
In any of the above cases, the Board reserves the right to
duly notify the ADBOARD and the relevant government
agency/ies of its decision and the violation of the party/ies
concerned for proper action.
A party adjudged to be guilty of violating the Code of
Ethics or at fault shall likewise reimburse the other party
for the cost of the filing fee (if the latter shouldered the
cost) within thirty (30) days from finality of the decision. An
aggrieved party shall likewise be entitled to restitution for
the damage caused by the guilty party.

54
 Kapisanan ng mga
Brodkaster ng Pilipinas

55
 The Kapisanan ng mga Brodkaster ng Pilipinas
(KBP) is a non-government, non-profit organization
of the broadcast media in the Philippines. Its aims
include the promotion of an independent and free
broadcast media, responsible broadcasting,
enhanced public service by broadcasters,
advancement of innovation in broadcasting, and the
development of Philippine broadcasting.
The KBP was organized on April 27, 1973, initially
with 19 members but grew within a few months to
include practically all radio and television broadcast
stations in the country at that time. Martial law had
just been declared before the KBP was organized. In
view of this, the KBP worked with the Broadcast
Media Council (BMC), a self-regulatory council
appointed by the government for the broadcast
industry, in formulating and implementing policies
for the development of Philippine broadcast media.
After the lifting of martial law, the Broadcast
Media Council was dissolved and the KBP, as a
private association of broadcast operators,
established its own system of self-regulation and
56
standards for radio and television stations in the
country.
The KBP represents the interests of the
broadcast media in advancing the cause of a free
and responsible broadcast media and helping its
members maintain a relevant role in Philippine
society in the 21st century.

57
WE BELIEVE THAT broadcasting in the Philippines
should reflect the hopes and dreams of a freedom
loving people;
THAT broadcasting is a powerful medium in shaping
our country's cultural, social and economic growth
and development;
THAT broadcasting, because of its immediate and
lasting impact on the public, demands of its
practitioners a high sense of responsibility, morality,
fairness and honesty at all times.
THAT broadcasting has an obligation to uphold the
properties and customs of civilized society, maintain
the respect of the rights and sensitivities of all
people, preserve the honor and the sanctity of the
family and home, protect the sacredness of
individual dignity, and promote national unity.
Article 1. NEWS AND PART
I. PROGRAM STANDARDS PUBLIC AFFAIRS
Sec.1. OBJECTIVE News and public affairs programs shall
aim primarily to inform the public on important current
events and issues rather than merely to entertain. (A)

58
Sec. 2. NEWS SCHEDULE News shall be part of a station’s
daily programming. No less than 30 minutes of daily
programming should be devoted to news.
( S) --------------------------------- 1 The letter at the end
of each provision indicates the class of penalties to be
imposed for violations as spelled out in Part III ( page )
Sec. 3. FAIRNESS AND OBJECTIVITY
3.a. News reports shall be fair, factual, and objective.(G
3.b. Receiving bribes, gifts, privileges or any consideration
to favor one side of a story, stop a story from airing , or
put any person in either bad or favorable light is
prohibited. ( G)
3.c. Side comments expressing personal opinions while a
news item is being reported or delivered are prohibited to
prevent the listener from mistaking opinion for news. (S)
3.d. When presented as part of a news program, editorials
or commentaries must be identified as such and presented
as distinct from news reports.(S)
Sec. 4. NEWS SOURCES
4.a. Care must be taken in selecting news sources since
the credibility of the news rests upon its sources.(A)

59
4.b. Only news that can be attributed to a source shall be
aired. When a source cannot be identified by name, the
reason for this should be made clear in the news report.
(G)
4.c. News sources must be clearly identified, except when
confidentiality of the source was a condition for giving the
information. (S)
4.d. Information provided by confidential sources may be
aired only if it is in the public interest to do so. (G)
4.e. Before airing information provided by a confidential
source, an effort should first be made to look for a source
who can be identified or who can corroborate the
information provided by the confidential source. (S)
4.f. Press releases may be used as news sources only after
the station has verified that they come from an authentic
source. (S)
4.g. Suspects or fugitives from the law may be interviewed
as news sources. However, they should not be aided,
abetted, or encouraged when in the act of planning or
committing a crime, or be accompanied on their way to
committing a crime.(S)
4.h. Rumors or gossips shall not be aired in the guise of
news. Using terms like “anonymous source”, "confidential
60
source" or “unknown source” shall not justify the airing of
rumors and gossips especially on news programs.
Sec. 5. UNCONFIRMED REPORTS
5.a. Unconfirmed reports shall not be aired unless there is
an immediate and urgent need for the public to know
about them, such as when the public needs to be warned
of the possibility of an imminent danger. When such
reports are aired, it must be emphasized that they are
unconfirmed. (S)
5.b. An unconfirmed report must be verified as soon as
possible. If an unconfirmed report is found to be false, an
announcement saying so must be made. (G)
Sec. 6. NEWS INTERVIEWS
6.a. Interviews must be presented in the proper context.
Replies of interviewees to questions must not be edited or
editorialized in a way that would distort their intended
meaning. (S) 6.b. Selecting and phrasing of questions
during an interview shall be the primary responsibility of
the interviewer. Such questions must be determined
primarily by the public interest to be served. (A)
6.c. When the interviewer is not free to choose his
questions or the interviewee or source has imposed

61
conditions on the conduct of the interview, this fact must
be made clear to the public during the broadcast. (S)
Sec. 7. UNCONVENTIONAL NEWS GATHERING AND
REPORTING
7a. In the most extreme circumstances, when information
being sought is vitally important to public interest or
necessary to prevent profound harm, the use of hidden
cameras or microphones and other similar techniques of
news gathering and reporting may be resorted to. Before
resorting to such techniques, conventional methods must
first be exhausted. In all cases, the use of such techniques
must conform to the law. (G)
7b. When material obtained through such techniques are
broadcast, this must be presented fairly, factually and in
the proper context. The right to privacy must be observed
and harm to the innocent avoided. (G)
7c. Unconventional techniques and equipment for
information gathering and reporting shall be allowed only
for trained journalists and those who are skilled in their
use.(G)
7d. When materials that have been obtained through
unconventional techniques are received from third parties,

62
their broadcast must conform with the relevant provisions
under this section.(G)
Sec. 8. NEWS PRODUCTION AIDS AND TECHNIQUES
8.a. News production aids should not mislead the
public.(S)
8.b. Archived or file video, photo, and audio materials
should be properly labeled as such when aired and must
not be presented in a manner that may cause the public to
mistake them as the broadcast of a live or more recent
event. (L)
8.c. Subjects of video and voice clips should be clearly
identified.(L)
8.d. The simulation or re-enactment of actual events must
be clearly labeled as such to avoid misleading the public.
(S)
8.e. Text crawls shall not be used for advertising messages
during a newscast except during the closing credits.(S)

Sec. 9. SENSATIONALISM
9.a. The presentation of news and commentaries must
always be in good taste. (A)
63
9.b. Morbid, violent, sensational or alarming details not
essential to a factual report are prohibited. (S)
9.c. The presentation of news and commentaries must not
be done in a way that would create unnecessary panic or
alarm.(G)
Sec. 10. STATION EDITORIALS
10.a. Station editorials shall be clearly identified as such
and the station assumes responsibility for the views
expressed in them.(L)
10.b. Station editorials may be prepared only by persons
who are qualified and expressly authorized by the station
to do so. (A)
Sec. 11. ADVERTISEMENTS IN THE NEWS
11.a. Advertisements must be clearly distinguished from
the news. (L)
11.b. Advertisements in the guise of news are
prohibited.(S)
Article 2. ANALYSIS AND COMMENTARIES
Sec. 1. The airing of public affairs programs and
commentaries is encouraged, particularly to give the
public the opportunity to participate in discussions of
current issues, concerns and events.

64
Sec. 2. Public affairs programs and commentaries shall be
handled only by persons who have thorough knowledge
of and practice broadcast ethics. (S)
Sec. 3. Public affairs programs shall aim to enlighten the
citizenry on significant issues, concerns and events.(A)
Sec. 4. Public affairs programs shall strive to elicit
responsible views on public issues, concerns and events
from all sectors of society.
Sec. 5. Public affairs programs aired on time contracted to
other parties (such as blocktimers) shall name who is
responsible for producing the programs every time they
are aired. (S)
Sec. 6. Opposing or contrasting sides of public issues
should be fairly presented. (S)
Sec. 7. Personal bias or prejudice shall not be allowed to
distort the facts. (S)
Article 3. COVERAGE INVOLVING CHILDREN
Sec. 1. The right to privacy of children must always be
respected. Since undue publicity or wrong labeling can
cause harm to them, children who are victims of abuse or
in conflict with the law shall not be identified, directly or
indirectly. Any information that might cause them to be
identified shall not be aired.(G)
65
Sec. 2. Surprise and unplanned (“ambush”) interviews of
children are prohibited. (S)
Sec. 3. Child victims, child suspects, children accused of a
crime, children arrested or detained on suspicion of
wrong-doing, and children that are undergoing trial shall
be protected from further suffering emotional distress or
trauma; they shall be interviewed only upon the consent of
their parent or legal guardian, unless the parent or
guardian is the accused. The interview shall be conducted
only with the authority and supervision of qualified
lawyers, psychologists, or social workers responsible for
their welfare. (S)
Sec. 4. Children should not be required, coerced or bribed
to recall and narrate traumatic experiences, demonstrate
horrific acts, or describe them in graphic details. (S)
Sec. 5. Programs and materials involving children must
comply with all pertinent laws, rules and regulations.(G)
Article 4. PERSONAL ATTACKS
Sec. 1. Personal attacks, that is, attacks on the honesty,
integrity, or personal qualities of an identified person,
institution or group1 , on matters that have no bearing on
the public interest are prohibited. (G)

66
Sec. 2. Programs intended to malign, unfairly criticize or
attack a person, natural or juridical, are prohibited.(G)
Sec. 3. Personal attacks against fellow broadcasters are
prohibited. (G)
Sec. 4. When personal attacks against any person,
institution or group are aired, that person, institution or
group shall be given a fair opportunity to reply
immediately in the same program, if possible, or at the
earliest opportunity. If not, the opportunity to reply should
be given in any other program under similar conditions.
(G)
Article 5. CORRECTING MISTAKES
When a mistake has been broadcast, it must be
acknowledged and rectified as soon as possible by stating
the mistake and making the correction. (S)
Article 6. CRIME AND CRISIS SITUATIONS
Sec. 1. The coverage of crimes in progress or crisis
situations such as hostage-taking or kidnapping shall not
put lives in greater danger than what is already inherent in
the situation. Such coverage should be restrained and care
should be taken so as not to hinder or obstruct efforts of
authorities to resolve the situation. (G)

67
Sec. 2. A coverage should avoid inflicting undue shock
and pain to families and loved ones of victims of crimes,
crisis situations, disasters, accidents, and other tragedies.
(S)
Sec. 3. The identity of victims of crimes or crisis situations
in progress shall not be announced until the situation has
been resolved or their names have been released by the
authorities. The names of fatalities should be aired only
when their next of kin have been notified or their names
released, by the authorities. (S)
Sec. 4. The coverage of crime or crisis situations shall not
provide vital information or offer comfort or support to
the perpetrators. (G)
Sec. 5. Stations are encouraged to adopt standard
operating procedures (SOP’s) consistent with this Code to
govern the conduct of their news personnel during the
coverage of crime and crisis situations. (A)
Sec. 6. Persons who are taken into custody by authorities
as victims or for allegedly committing private crimes (such
as indecency or lasciviousness), shall not be identified,
directly or indirectly -- unless a formal complaint has
already been filed against them. They shall not be

68
subjected to undue shame and humiliation, such as
showing them in indecent or vulgar acts and poses. (S)
Article 7. INDIVIDUAL RIGHTS
Sec.1. The right to privacy of individuals shall be
respected. Intrusion into purely private or personal matters
which have no bearing on the public interest is prohibited.
(G)
Sec.2. Persons affected by tragedy or grief shall be treated
with sensitivity, respect and discretion; they should be
allowed to suffer their grief in private. ( S)
Sec.3. News coverage must not violate nor interfere with
an individual’s right to be presumed innocent until proven
guilty.(S)
Sec.4. Care and sound discretion should be exercised in
disclosing the identities of persons, by face or by name, so
as not to harm their or their families' reputation and
safety. Proper labeling of a person as a "suspect,” "alleged
perpetrator," "accused," or "convict(ed)," is required. (S)
Sec.5. The broadcast of material showing arrested or
detained persons being physically assaulted or verbally
abused in a manner that demeans or humiliates them is
prohibited. (S)

69
Sec. 6. No broadcast personnel involved in the coverage
of arrested or detained persons shall encourage or exhort
the commission of violence against the arrested person or
detainee. (S)
Sec. 7. Telephone calls or interviews must not be aired
without informing the other party beforehand.(S)
Article 8. POLITICAL PROPAGANDA
(Note: The provisions under this section have been
adopted from R.A. 9006 or the Fair Election Act.)
Sec.1. Equal opportunity in the access of airtime shall be
given to candidates and political parties. (S)
Sec.2. No program or sponsor shall be allowed to
manifestly favor or oppose any candidate or political party.
However, the right to responsibly inform the public on
significant issues and events and the duty to provide a
forum for the discussion of such issues and events shall be
respected.(S)
Sec.3. The amount of airtime allotted to political
propaganda and the rates to be charged for it shall be
consistent with existing laws. ( S )
Sec.4. When a person employed or engaged in any
capacity in a station becomes a candidate or is employed
or retained in any capacity by a candidate or political
70
party, he shall go on leave for the duration of the election
period or his employment may be terminated by the
station. (G)
Sec.5. All broadcasts of election propaganda shall be
identified as such and shall be identified through the
words "paid for by" followed by the name of the candidate
or political party for whom the election propaganda is
being broadcast. If the broadcast is donated by the station,
the words "airtime for this broadcast was provided free of
charge by this station for…", followed by the name of the
candidate or party, shall be used.(S)
Sec.6. All programs related to the campaign and the
elections shall be subject to the relevant provisions of this
Code and all Election Laws. ( S )
Article 9. PUBLIC COMPLAINTS AND GRIEVANCES
Sec.1. Complaints, criticisms, or grievances aired against
persons, institutions or group, whether public or private,
shall be limited to issues which have a bearing on the
public interest. ( S )
Sec.2. The identity of persons or organizations who are
allowed to air complaints, criticisms, or grievances must be
verified before they are allowed to go on the air. ( L )

71
Sec. 3. Persons, institutions or groups who are the subject
of complaints, criticisms, or grievances aired on a station
must be given immediate opportunity to reply within the
same program, if possible, or at the earliest opportunity. If
not, the opportunity to reply should be given in any other
program under similar conditions. ( G )
Article 10. PERSONAL CALLS OR MESSAGES
Sec.1. Persons who are allowed by the station to make
personal calls or appeals (panawagan) or air personal
messages or opinions, shall be guided on the manner and
language they should use on the air.( L )
Sec.2. Requests for the airing of personal calls, appeals,
personal messages or opinions shall be carefully screened
to insure that they are legitimate. ( L )
Sec.3. The airing of personal calls, appeals, messages from
anonymous persons or sources are prohibited. ( S )
Sec.4. Letters, phone calls, e-mails, text messages and the
like from unidentified sources or from sources who refuse
to be identified shall not be aired. Materials from letters,
phone calls, e-mails, text messages and the like when aired
must be in accordance with the provisions of this Code
and shall be the responsibility of the station. ( S )

72
Sec.5. Requests for airtime for public service messages or
public service programs shall be carefully reviewed to
ensure that the person or group making the request is
legitimate and serve a worthy cause. ( S )
Article 11. CHILDREN’S PROGRAMS AND WELFARE
Sec.1. The airing of programs that would help children to
develop to their full physical, mental, and social potential
shall be encouraged.
Sec. 2. At least fifteen percent (15%) of a TV station’s daily
airtime should be devoted to programs suitable for
viewing by children.( S )
Sec.3. Children’s programs shall contribute to the sound
and balanced development of children. Sec.4. Children’s
programs shall not foster violence as a desirable way or a
means of resolving conflicts and problems. ( S )
Sec.5. Children’s programs shall not depict inappropriate
sexual subjects or violent actions. ( S )
Sec.6. Children’s programs should promote values that
would help children to become responsible citizens. Such
values include respect for authority and law and order,
good manners, love of country, a sense of duty, and the
proper concept of courage.(A)

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Sec.7. Children’s programs should complement what
children learn from school.
Sec.8. Children’s programs should encourage children in
the art of correct speech and pronunciation. Speech and
expressions which may hinder the language development
of children shall be avoided. Slang and incorrect
pronunciation shall be discouraged.( A) Sec.9. Children’s
programs shall not encourage children to purchase a
product specifically for the purpose of keeping the
program on the air. ( S )
Sec.10. Advertisements of products or services which are
not suitable for children or which might cause them
physical, mental, psychological or moral harm shall not be
aired in or adjacent to children’s programs.(G)
Sec.11. The possibility that children might be among the
audience should always be considered. Materials that
might be physically, mentally, psychologically, or morally
harmful to children should not be aired during times when
they are likely to be watching or listening. ( S )
Sec. 12. No material that might be physically, mentally,
psychologically, or morally harmful to children shall be
aired immediately before, during or immediately after a
children's program. (G)

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Sec.13. Trailers of movies classified as “R” (Restricted) by
the Movie and Television Review and Classification Board
(MTRCB) shall be aired only between nine o’clock in the
evening (9:00 p.m.) and five o’clock in the morning (5:00
a.m.). ( S )
Article 12. RELIGION
Sec.1. Religious programs shall emphasize the positive
role of religion in society. (G )
Sec.2 . Religious programs shall not spread false charges
or accusations against persons or organizations with
different beliefs. Such programs shall not be used to
maliciously attack, insult, harass, or ridicule other churches,
faiths, sects, or denominations or their followers merely
because of their belief.(G)
Sec.3. Religious programs shall give due regard to the
freedom of religion and religious expression. (A)
Sec.4. Religious programs shall comply with other
pertinent provisions of this Code.
Article 13. SUPERSTITION AND THE OCCULT
Sec.1. Programs featuring superstitious and
pseudoscientific beliefs and practices, such as supernatural
powers, foretelling of the future, astrology, phrenology,
palm-reading, numerology, mindreading, hypnotism, faith
75
healing or similar subjects shall be careful not to induce
belief in them. Care shall be taken to prevent the
exploitation of people who may be easily swayed by such
superstitious and pseudo-scientific beliefs and practices.(S
)
Sec.2. Programs or program materials that promote or
encourage occult practices, black magic, witchcraft, and
similar activities are prohibited]. ( S )
Article 14. MEDICAL, LEGAL AND OTHER PROFESSIONAL ADVICE
Sec.1 Only duly qualified and authorized persons shall be
allowed to give medical, legal or other professional advice.
(S)
Sec.2 . Information about medical, legal and other
professional matters, especially those affecting the well-
being of others, must come only from authoritative
sources. These sources must be identified when the
information is aired. ( G )
Sec.3 . Any information on alternative medicine should be
identified as such and any therapeutic claim should `be
consistent with the regulations and certifications of the
Bureau of Food and Drugs (BFAD). (G )
Article 15. MUSIC

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Sec.1. Broadcast stations shall strive to promote the
development of Filipino music.
Sec.2 . Where appropriate to the program format, radio
stations must play at least four (4) Original Pilipino Music
(OPM’s) per hour. Any music which is composed,
performed, adapted, translated, or arranged by a Filipino -
- including adaptations and translations into Pilipino or a
Philippine dialect of foreign works -- shall be considered
an OPM for the purpose of complying with this
requirement. The term Filipino shall refer to a Filipino
citizen or anyone of Filipino descent. (S)
Sec.3. Music with lyrics that run counter to Filipino values
shall not be played. ( S)
Sec.4. Songs with lyrics or messages that are vulgar,
indecent, promote substance abuse, gender
discrimination, racism, Satanism, violence or sexual
perversion or demeans a member of any sector of society
shall not be played. (S)
Sec.5. The station shall bear primary responsibility for
selecting and scheduling the music it airs. It shall not allow
undue intrusion in the selection of its music except those
dictated by the needs or demands of its audience. In no

77
instance shall the station surrender, transfer, or waive its
responsibility for programming.(S)
Sec.6. Demanding or receiving money, goods, services
and/or any other form of consideration without the
knowledge and consent of network management in
exchange for airing music materials is prohibited.(S)
Sec.7. The same recording may not be played more than
once in the same clock hour. (L) Sec.8. When airtime for a
music program is paid for or produced by a recording
company, the name of the recording company shall be
announced as the producer or sponsor of the program. ( S
)
Sec.9. The tabulation or ranking of recorded music (“Top
10 Hits”, “Top 40”, etc.) must be based on valid criteria
(such as album sales, number of requests, etc.) and
supported by evidence.(S )
Article 16. FUND RAISING
Programs and messages or announcements for fund-
raising activities shall clearly identify the names of the
organizers and their beneficiaries. Only legitimate projects
and organizations shall be allowed to use broadcast
facilities for fund raising.(L)

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Article 17. QUIZ SHOWS, CONTESTS, PUBLIC PARTICIPATION PROGRAMS AND
PROMOTIONS
Sec.1. Contests and promotions shall be conducted with
fairness and shall comply with all pertinent government
laws, rules and regulations and the provisions of this Code.
Contests and promotions shall not unduly exploit the
audience or participants.(S)
Sec. 2. All contest details including rules, eligibility
requirements, opening and termination dates shall be
completely and clearly announced at least three (3) days
before the contest. The winners' names shall be
announced and the prizes awarded as soon as possible
after the contest. (S)
Sec. 3. Public or audience participation programs shall not
ridicule, diminish or demean the dignity of an individual
participating in such programs. (G)
Sec. 4. Performers in programs shall always observe
decency and proper decorum. (S)
Article 18. GAMBLING AND BETTING
Sec. 1. The coverage of lotteries, horseracing, cockfighting,
and jai-alai may be allowed if they are conducted by duly
authorized government agencies or if licensed and
authorized by the government. However, such coverage

79
may be aired only after the actual event has taken place
and only between 11:00 p.m. and 5:00 a.m. (G)
Sec. 2. Programs which feature the coverage of lotteries,
horseracing, cockfighting and jai-alai shall air an advisory
before the program that it contains materials not suitable
for children. (G )
Sec. 3. Whenever material containing the coverage of a
lottery, horseracing, cockfighting or jai-alai is aired, the
public must be continually informed through a voice-over
announcement, if on radio, or a superimposed text, if on
television, that the broadcast is delayed. ( G )
Sec. 4. Gambling shall never be presented as something
good, nor shall the public be encouraged to engage in it. (
G)
Sec. 5. The announcement of results and schedules of
horseracing, cockfighting, lotteries and jai-alai may be
allowed only for those which have been duly authorized by
law. However, the announcement of tips is prohibited.(G )
Sec. 6. The announcement of tips, results, and schedules
of illegal gambling activities is prohibited. ( G )
Sec. 7. Advertisements only of lotteries that are licensed or
authorized by the government shall be allowed. (G)

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Sec. 8. Advertisements of lotteries shall not exhort the
public to bet. Phrases like “tumaya na kayo” (bet now),
“bumili na kayo ng ticket” (buy a ticket) or “yayaman ka sa
lotto” (you’ll get rich with lotto) shall not be used. The
announcement of tips is prohibited. However, mention of
prizes, schedule of draws and results are allowed. ( G )
Sec. 9. Advertisements of lotteries shall not be aired in
religious, educational and children’s programs during
breaks preceding or following such programs. ( G )
Sec. 10. Advertisements of horse races and cockfights are
allowed only between 11:00 p.m. and 5:00 a.m. (G )
Sec. 11. Advertisements of horse races, cockfights and jai-
alai may contain announcements of results but not the
announcements of tips. ( G )
Sec. 12. Advertisements of casinos authorized by the
government are allowed, provided that such
advertisements do not exhort the public to gamble or bet.
Such advertisements shall be in the form of institutional or
corporate advertising only and shall not mention or show
any gambling activity or paraphernalia. (G )
Sec.13. Advertisements of gaming or gambling activities,
other than those which conform to provisions above are
prohibited.(G)
Article 19. NATIONAL DEVELOPMENT

81
Sec.1 . Support for national development in the
improvement of the people’s social and economic well-
being shall be pursued continually. (A)
Sec.2 . Public service announcements (PSAs) that
contribute to national development shall be aired.
Article 20. CULTURE AND TRADITION
Sec.1 . Traditional Filipino family values such as family
unity, mutual respect, trust, helpfulness, and affection shall
be upheld. ( A)
Sec.2. The mores, culture, traditions, and characteristics of
people must be respected. Maliciously ridiculing,
denigrating or disparaging culture, customs and traditions
are prohibited.( G )
Sec.3. Opportunities shall be provided for the continuing
expression of the Filipino national identity in the sciences,
culture, and the arts.
Sec.4. The predominant use of Filipino creativity, talent,
and other human resources shall be encouraged.
Sec.5. Broadcasters must acquaint themselves with the
culture, mores, traditions, needs and other characteristics
of the locality and its people to best serve the community.
( A)

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 Article 21. RESPECT FOR LAW AND ORDER
Sec. 1. Broadcast facilities shall not be used or allowed to
be used for advocating the overthrow of government by
force or violence.(G)
Sec. 2. The broadcast of materials which tend to incite
treason, rebellion, sedition or create civil disorder or
disturbance is prohibited. (G)
Article 22. DISCRIMINATION
A person’s race, religion, color, ethnicity, gender, and
physical or mental disability shall not be used in a way that
would embarrass, denigrate, or ridicule him. (G)
Article 23. MENTALLY AND PHYSICALLY CHALLENGED PERSONS
Mentally and physically challenged persons shall be
treated with respect and shall not be humiliated or
embarrassed due to their disability. ( G )
Article 24. CRIME AND VIOLENCE
Sec.1 . Crime and violence and other acts of wrong-doing
or injustice shall not be presented as good or attractive or
beyond retribution, correction or reform.( G )
Sec.2 . Criminals shall not be glorified; crime shall always
be condemned. ( G )

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Sec.3 . Violence shall not be encouraged and horror shall
be minimized. Morbid and gory details are prohibited.( G )
Sec.4 . Speech or action likely to incite any person to
violence or anti-social behavior is prohibited. ( G )
Sec.5 . Details of a crime or the re-enactment of a crime
shall not be presented in such a way that will teach or
encourage the audience how to commit it. ( G )
Article 25. SEX, OBSCENITY AND PORNOGRAPHY
Sec.1 Sex and related subjects must be treated with care
and must conform to what is generally accepted as proper.
(S)
Sec.2 . Pre-marital sex or extra-marital sex shall not be
condoned or justified. ( S )
Sec.3 . Explicit depiction of sexual acts, sexual perversions
and nudity are prohibited. (G) Sec.4. Explicit or graphic
descriptions of sexual organs, other sensitive parts of the
body, and acts generally considered indecent or offensive
are prohibited.(G)
Sec.5 . Offensive, obscene blasphemous, profane, and
vulgar double meaning words and phrases are prohibited,
even if understood only by a segment of the audience. ( G
)

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 Article 26. LIQUOR, CIGARETTES, AND DANGEROUS DRUGS
Sec.1. The use of liquor and use of dangerous drugs shall
never be presented as socially desirable or acceptable. ( S )
Sec.2. Smoking shall not be presented as a good habit
and shall not be encouraged. (S)
Article 27. ON-AIR LANGUAGE
Sec. 1. Vulgar, obscene, or indecent language is
prohibited.(G)
Sec. 2. Language tending to incite violence, sedition or
rebellion is prohibited. (G)
Sec. 3. Name-calling and personal insults are
prohibited.(G)
Article 28. ON-AIR DECORUM
Sec.1. Persons who appear in entertainment and variety
programs (such as hosts, emcees, talents, guests,
participants, and audiences), especially in live shows, shall
be decently attired and behave in a way that is considered
appropriate in public based on the standards of the
community where the programs are aired. ( S )
Sec.2. Persons who appear in live programs, variety shows,
game shows and others shall not be embarrassed,
insulted, ridiculed, harassed or humiliated in whatever

85
manner. (G) Sec. 3. Camera and other production
techniques should not be used to create indecent and
inappropriate images. (G)
Sec.4. Persons who are drunk or under the influence of
prohibited drugs or substances shall not be allowed to go
on the air. ( S )
Article 29. QUALIFICATION OF ON-AIR/PROGRAM PERSONS
Sec. 1. Persons who are allowed to handle programs shall
have adequate knowledge and competence for the job to
insure the integrity and credibility of the broadcast media.
(S) Sec. 2. Program persons shall adhere to the basic
principles and ethical standards of journalism, including
those provided in this Code.(S)
Article 30. ACCREDITATION
Persons who regularly go on the air and newswriters,
scriptwriters, editors and directors whose job is to produce
material which go on-air shall be required to obtain
accreditation with the KBP. Stations shall not allow any
person to go on the air without the requisite accreditation
except in instances provided in the rules of accreditation.
(G)

86
 Article 31. BRIBERY
Asking or receiving money or any gift, present, benefit, or
privilege to favor or put in bad light any person, group, or
institution in the course of a broadcast is prohibited. Any
act that may harm the public interest, damage the station,
or put its credibility in doubt should be avoided . (G)
Article 32. BLOCKTIMERS
Sec. 1. The term blocktimer shall refer to natural or
juridical persons that buys or contracts for or is given
broadcast air time. Blocktimers and on-air performers in
blocktime programs shall be required to sign an
undertaking to comply with the provisions of this Code
and other pertinent policies, rules and regulations of the
KBP. (G)
Sec. 2. The blocktimer and the on-air performer in the
blocktime program shall be jointly and severally liable with
the station for any penalty that may be imposed for
violations of this Code.
Article 33. UNIVERSAL ETHICAL STANDARDS
Sec. 1. Universally accepted ethical practices and code of
conduct for broadcast media, pertinent Philippine laws and
their implementing rules and regulations are deemed
adopted in this Code.

87
Sec. 2. Violations of universally accepted ethical principles
and code of conduct for broadcast media not otherwise
specifically covered by this Code shall be sanctioned with
censure.

PART II IMPLEMENTING RULES AND REGULATIONS

Article 1. Complaints of violations of this Code shall be
handled by the KBP Standards Authority which shall hear
and rule on such complaints in accordance with duly
established rules of procedure.
Article 2. Persons, natural and juridical, who are granted
airtime, whether by sale or donation (including blocktimers
and independent producers) shall be required to execute
an undertaking that they shall be liable, jointly and
severally with the station, for all applicable penalties that
may be imposed for violations of this Code in their
programs. Individuals who go on the air during such
airtime shall also be required to execute the same
undertaking. Article 3. Persons who regularly go on the air
and newswriters, scriptwriters, editors and directors whose
job is to produce material which go onair are expected to
88
know and understand the provisions of this Code and shall
be required to obtain accreditation with the KBP before
they are allowed to go on the air.
Article 4. Copies of this Code shall be provided by the
station to all its personnel who goon the air, produce
material for airing or who participate in such work, all
persons granted programming airtime and those who go
on the air during such airtime.
PART III PENALTIES
Article 1. Penalties for violations of the program standards
under this Code shall be classified as follows:
1. Light Offenses (L) for violations of the following
provisions: Article 1, Sec. 8b,8c, 10a, 11a; Article 9, Sec. 2;
Article 10, Sec.1,2 ; Article 15, Sec. 7; Article 16.
2. Serious Offense (S) for violations of the following
provisions: Article 1, Sec. 2, 3c, 3d,4c,4e,4f,4g, 5a,6a,
6c,8a,8d,8e, 9b, 11b; Article 2, Sec.2, 5, 6, 7; Article 3, Sec. 2,
3, 4; Article 5 ; Article 6, Sec. 2, 3, 6; Article 7, Sec. 2-7;
Article 8, Sec. 1-3, 5,6; Article 9, Sec. 1; Article 10, Sec. 3-5;
Article 11, Sec.2,4, 5, 9,11,13; Article 13, Sec. 1,2; Article 14,
Sec. 1; Article 15, Sec.2-6, 8, 9; Article 17, Sec. 1,2,4; Article
25, Sec.1,2; Article 26, Sec. 1,2; Article 28, Sec. 1,4; Article
29, Sec. 1,2.

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 3. Grave Offense (G) for violations of the following
provisions:
Article 1, Sec. 3a, 3b, 4b,4d, 4h, 5b , 7a,7b,7c,7d, 9c; Article
3, Sec.1,5; Article 4, Sec. 1-4; Article 6, Sec. 1, 4; Article 7,
Sec. 1; Article 8, Sec. 4; Article 9, Sec. 3; Article 11, Sec.
10,12; Article 12, Sec. 1, 2; Article 14, Sec. 2,3; Article 17,
Sec.3; Article 18, Sec. 1-13; Article 20, Sec. 2; Article 21, Sec.
1,2; Article 22 ; Article 23 ; Article 24, Sec. 1-5; Article 25,
Sec. 3-5; Article 27, Sec. 1-3; Article 28, Sec. 2,3; Article 30 ;
Article 31; Article 32, Sec. 1.
Article 2. Light (L) offenses shall be subject to the
following penalties:
1. When the violation is on radio: On the Individual On
the Station
1st Offense P5,000.00 and reprimand P10,000.00 and
censure
2nd Offense P10,000.00 and 15-day on-air suspension
P20,000.00
3rd Offense P15,000.00 and 30-day on-air suspension
P30,000.00

90
4th Offense P20,000.00 and revocation of accreditation
P40,000.00 plus 60-day suspension of membership
privileges
2. When the violation is on television: On the
Individual On the Station
1st Offense P10,000.00 and reprimand P20,000.00 and
censure
2nd Offense P15,000.00 and 15-day on-air suspension
P30,000.00
3rd Offense P20,000.00 and 30-day on-air P40,000.00
suspension
4th Offense P25,000.00 and revocation of accreditation
P50,000.00 and 90-day suspension of membership
privileges
Article 3. Serious (S) offenses shall be subject to the
following penalties:
1. When the violation is on radio: On the Individual On
the Station
1st Offense P10,000.00 and reprimand P20,000.00 and
censure
2nd Offense P15,000.00 and 30-day on-air suspension
P30,000.00
91
3rd Offense P20,000.00 and 60-day on-air suspension
P40,000.00
4th Offense P25,000.00 and revocation of accreditation
P50,000.00 and 90-day suspension of membership
privileges
2. When the violation is on television: On the
Individual On the Station
1st Offense P15,000.00 and reprimand P30,000.00 and
censure
2nd Offense P20,000.00 and 30-day on-air suspension
P40,000.00
3rd Offense P25,000.00 and 60-day on-air suspension
P50,000.00
4th Offense P30,000.00 and revocation of accreditation
P60,000.00 and 120-day suspension of membership
privileges
Article 4. Grave (G) offenses shall be subject to the
following penalties:
1. When the violation is on radio: On the Individual On
the Station
1st Offense P15,000.00 and reprimand P30,000.00 and
censure
92
2nd Offense P20,000.00 and 60-day on-air suspension
P40,000.00
3rd Offense P25,000.00 and 90-day on-air suspension
P50,000.00 On the Individual On the Station
4th Offense P30,000.00 and revocation of accreditation
P60,000.00 and 120-day suspension of membership
privileges
2. When the violation is on television: On the
Individual On the Station
1st Offense P20,000.00 and reprimand P40,000.00 and
censure
2nd Offense P25,000.00 and 60-day on-air suspension
P50,000.00
3rd Offense P30,000.00 and 90-day on-air suspension
P60,000.00
4th Offense P35,000.00 and revocation of accreditation
P70,000.00 and 150-day suspension of membership
privileges
Article 5.
Provisions which have an Admonitory or ( A ) notation
means the provision is to be observed. No penalty other

93
than censure is prescribed but the Code highly
recommends its implementation.
Article 1, Sec. 1, 4a, 6b, 9a,10b; Article 2, Sec. 3; Article 6,
Sec. 5 ; Article 11, Sec. 6, 8; Article 12, Sec. 3; Article 19,
Sec. 1,2 ; Article 20, Sec. 1, 5.
NOTE: The provisions of this code were adopted by the
general membership of the Kapisanan ng mga Brodkaster
ng Pilipinas during a series of plenary sessions in 2006 and
2007.

Ang KBP BRODKASTER ( The KBP Broadcasting

Principles)
KATOTOHANAN ang pangunahing layunin ng brodkaster
sa pamamahayag ng mga balita, pangyayari at kuro-kuro.
Pinangangalagaan niya ang pagbibigay ng tama at
mahahalagang impormasyon at hindi niya binabago ang
katotohanan sa pamamagitan ng pagdaragdag,
pagbabawas, pagpapalit o paggamit ng impormasyon o

94
detalye ukol sa mga pangyayari o pahayag sa maling
paraan.
BUKAS NA ISIPAN ang taglay ng brodkaster sa mga
nagtutunggaling kaisipan at pangangatuwiran. Hindi siya
dali-daling humuhusga ayon sa sariling pananaw kundi
pinagaaralan muna ang iba't ibang paraan ng pagtanaw sa
isyu.
PANANAGUTAN sa madlang tagapakinig at manonood
ang pasan ng brodkaster. Maingat at may pagpapahalaga
siya sa bawat salitang binibigkas at imaheng ipinalalabas.
Serbisyo publiko ang pangunahin niyang layunin.
BALANSE sa pamamahayag at paglalathala ng balita,
kuro-kuro, pananaw at talakayan sa himpapawid ang isang
mahusay na brodkaster. Malinaw na ipinakikita niya ang
magkakaibang panig ng isyu. Hindi niya ginagamit ang
himpapawid upang manlibak o manira, pahiyain o bastusin
ang sinumang tao, anuman ang kasarian, pananaw,
paniniwala sa relihiyon o pulitika, kultura, lahi o etnisidad.
RESPONSABLE ang brodkaster sa pangangalaga sa
kanyang pangalan at sa pangalan ng KBP at ng industriya
ng pamamahayag. Ang mga opinyon at kuro-kuro niya ay
ipinahahayag sa naaangkop at maliwanag na paraan.
Pinag-aaralan at sinasaliksik niya ang mga isyu bago ito

95
isahimpapawid. Mapanuri siya ngunit hindi mapanirang-
puri.
OTORIDAD NG SALIGANG BATAS ang isinusulong ng
brodkaster sa lahat ng pagkakataon. Ipinagtatanggol,
ipinaglalaban at pinangangalagaan niya ang malayang
pamamahayag at karapatan ng madla na humanap at
tumanggap ng impormasyon.
DANGAL AT KAGANDAHANG ASAL ang taglay ng isang
propesyonal na brodkaster sa salita, isip, gawa at pagkatao
sa loob at labas ng himpilan. Mapagpakumbaba siya sa
pakikitungo sa lahat ng mga nakakasalamuha maging sila
ay kapwa brodkaster o ang madla. KATUWIRAN ang laging
maaasahan sa tunay na brodkaster. Sa bawat pagkakataon
ay pinaninindigan niya ang tama at inihahayag ang mali.
May taglay siyang kabutihan, paggalang at kagandahang-
loob. Isinasaalang-alang niya ang kanyang integridad at
karangalan sa lahat ng pagkakataon.
ALAGA AT PAG-IINGAT sa paggamit at pagpapahayag
ng mga maselan at kritikal na impormasyon ang
maaasahan sa magaling na brodkaster. Pinangangalagaan
niya ang pinanggalingan ng impormasyon.
SUMUSUNOD ang brodkaster sa mga panuntunan at
tuntunin na nakasaad sa Pambansang Broadcast Code ng

96
KBP, gayundin sa lahat ng mga batas na may kinalaman sa
pagbobrodkast.
TAPAT ang brodkaster at hindi inuuna ang pansariling
kapakanan. Hindi siya tumatanggap ng anumang suhol na
maaaring makapagpabago sa kanyang paninindigan o
makaimpluwensya sa kanyang pagtingin sa katotohanan.
Tapat sa pangangalap ng impormasyon o datos, larawan o
video na, kung pag-aari ng iba, hindi niya ginagamit nang
walang pahintulot. Iginagalang niya ang intellectual
property rights ng iba.
EPEKTIBO ang brodkaster sa paggamit ng radyo at
telebisyon upang ipahayag ang katotohanan, isulong ang
kaayusan at katahimikan, at paunlarin ang mga
mamamayan at ang ating bansa.
RESPETO sa kapwa mamamahayag, mga mamamayan at
mga institusyon ay taglay ng isang mabuting brodkaster.
Iginagalang niya ang karapatang pang-tao ng lahat at ang
prinsipyong nagpapalagay na walang sala ang isang tao
hanggang hindi napatutunayang may sala.
Ang KBP BRODKASTER ( The KBP Broadcasting
Principles)
KATOTOHANAN: TRUTH is the primary objective of
broadcasting news, events and opinions. The broadcaster

97
is conscientious in giving the truth - does not slant or twist
it by adding, omitting, changing or using information or
details of events and statements inaccurately. Coupled
with this is the practice of swiftly correcting an error when
called for. BUKAS NA ISIPAN: OPENMINDEDNESS to all
and opposing views and arguments is an important
attribute of the broadcaster. He/she is not quick to judge
by his/her own standards but rather studies the various
ways of viewing an issue.
PANANAGUTAN: ACCOUNTABILITY to the listening and
viewing public is an obligation of the broadcaster. He/she
exercises care in the choice of words to utter and images
to exhibit. Public Service is the broadcaster's principal
objective.
BALANSE: BALANCE in the presentation of the news,
views and discussions is the goal of the broadcaster, who
airs both or all sides of an issue. The broadcaster does not
use the air to malign, destroy, insult or disrespect anyone
regardless of gender, view, religious belief, political
position, culture, race or ethnicity.
RESPONSABLE: RESPONSIBLE use of his/her name, the
name of KBP, and the Broadcast industry is a mark of the
broadcaster. Opinions are expressed appropriately and

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clearly. Issues are researched and examined before they
are aired. The broadcaster is critical but is not libelous.
OTORIDAD NG SALIGANG BATAS: The AUTHORITY OF
THE CONSTITUTION is upheld by the broadcaster at all
times. He/she vigilantly defends, advocates and protects
the freedom of speech and of the press and the public's
right to access to information. DANGAL AT
KAGANDAHANG ASAL: DIGNITY AND DECORUM are
the marks of a professional broadcaster in word, thought,
deed and personal conduct, whether inside or outside the
station. The broadcaster exercise humility in dealing with
fellow broadcasters and the general public.
KATWIRAN: RIGHTEOUSNESS is expected of a true
broadcaster, who at all times is determined to stand by
what is right and to expose what is wrong. The broadcaster
is always mindful of the values of integrity, honor and
decency.
ALAGA AT PAG-IINGAT: The broadcaster is CAREFUL
AND PRUDENT in handling delicate and critical
information and protects the sources of such information.
SUMUSUNOD: The broadcaster is OBEDIENT to the rules
and regulations of the KBP as stated in the Broadcast Code
of the Philippines and the laws of the country pertaining to
all broadcast and broadcastrelated activities.
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TAPAT: TRUSTWORTHINESS is the broadcaster's quality,
who does not put personal gain ahead of duty. He/she
does not accept bribes, gifts or favors that influence
him/her to change his/her stand or distort the truth.
He/she is honest in the conduct of gathering information,
photos, and images and does not resort to plagiarism.
He/she respects the intellectual property rights of others.
EPEKTIBO: EFFECTIVE use of Television and Radio in the
promotion of what is right, orderly, and peaceful is a
hallmark of the broadcaster, who contributes to the
development of our citizens and our nation.
RESPETO: RESPECT for fellow Broadcasters, all humans
and institutions is expected of the broadcaster, who
upholds human rights and the principle that an accused
person is innocent until proven guilty.

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