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Workers install advertising panel billboards on Recto Avenue in Manila on May 23, 2020. Jonathan Cellona, ABS-CBN News

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RG Cruz

ABS-CBN News

<div><span class="fr-img-caption fr-fic fr-dib" style="width:960px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/20200523-billboard-installation-JC-3524.jpg" style="width:960px" class="fr-fic fr-dib" alt="Workers install advertising panel billboards on Recto Avenue in Manila on May 23, 2020. Jonathan Cellona, ABS-CBN News"/><span class="fr-inner" style="text-align:left">Workers install advertising panel billboards on Recto Avenue in Manila on May 23, 2020. <em><strong>Jonathan Cellona, ABS-CBN News</strong></em></span></span></span></div><p>MANILA -- A Philippine advertising industry spokesperson supports the entry of more foreign investments into their industry through amendments to the 1987 Constitution, though he doubts it may lead to more investors. </p><p>Rudolph Rejie Jularbal, legal counsel of the Ad Standards Council, bared that position Tuesday when he  faced the House Committee of the Whole on Resolution of Both Houses #7, which seeks to empower Congress to regulate foreign investments in public utilities, education and advertising.</p><p>&quot;With this, the ASC respectfully submits that the ownership limits set by the constitution on the advertising industry could be modified to allow higher foreign ownership and still be able to protect the content or advertising messages may be exposed to,&quot; Jularbal said as he explained that foreign investment has long been present in the advertising industry. </p><p>&quot;Within the 70-30 ownership limit, in fact about 40 percent of advertising agencies have foreign partners or investors,&quot; he added.</p><p>Jularbal conceded that the constitutional intent was to protect the public, given the influence and impact of advertising messages or content on the target audiences. But he also pointed out that with technological development, a lot of businesses, including the advertising industry, have become borderless. </p><div><a class="fr-green fr-strong" href="https://news.abs-cbn.com/news/2024/3/4/deped-rejects-ched-favors-opening-up-education-sector-to-foreigners-1316">READ: DepEd rejects, CHED favors opening up education sector to foreigners</a></div><p>&quot;This has opened financial models outside equity structures,&quot; he said.</p><p>&quot;Content creation can be done anywhere around the world without bringing in people into the Philippines,&quot; Jularbal said.</p><p>Jularbal claims that now, content regulation is key.</p><p>&quot;It is also important to note that there are inherent characteristics so consideration and industry initiatives such as self regulation through the ad standards council on regulating content that are there to protect the public,&quot; Jularbal said.</p><p>&quot;In the Philippine advertising environment, content regulation depends on the advertising and related industries voluntarily submitting themselves to an agreed code of advertising standards consistent with Filipino or national identity culture and aspirations,&quot; Jularbal added.</p><p>&quot;It has become immaterial. What is important maybe in connection with the purpose of the constitution is content regulation. That means to say no content should be allowed to be placed in the media that is contrary to Philippine culture, that is contrary to the Filipino identity and other Filipino aspirations.&quot;</p><p>Jularbal, however, doubts lifting foreign investment caps will lead to more investors.</p><p>&quot;Frankly, in my opinion it will not substantially improve foreign investment in the advertising industry,&quot; he said. &quot;Mainly because the advertising industry, particularly the creative and media agencies, are borderless already.&quot;</p><p>&quot;The entry barrier, also capital investment barrier, for the advertising industry is not that extensive because it is more of creative. My opinion is there will not be significant or substantial capital inflow from the advertising industry. In fact, the business models now are more similar to transfer pricing,&quot; Jularbal added.</p><div><a class="fr-green fr-strong" href="https://news.abs-cbn.com/news/2024/2/28/house-lawmakers-downplay-experts-warning-vs-proposed-cha-cha-amendment-1511" rel="noopener noreferrer" target="_blank">READ: House lawmakers downplay experts&#x27; warning vs proposed Cha-cha amendment</a></div><div><strong>RELATED VIDEO: </strong></div><div><span class="fr-video fr-deletable fr-fvc fr-dvb fr-draggable" contenteditable="false" draggable="true"><iframe width="640" height="360" src="https://www.youtube.com/embed/BMSxX2Jff-Y?&amp;wmode=opaque&amp;rel=0" frameBorder="0" allowfullscreen="" class="fr-draggable"></iframe></span></div>

<p>A Philippine advertising industry spokesperson supports the entry of more foreign investments into their industry through amendments to the 1987 Constitution, though he doubts it may lead to more investors.</p>

A Philippine advertising industry spokesperson supports the entry of more foreign investments into their industry through amendments to the 1987 Constitution, though he doubts it may lead to more investors.

Ad agency exec backs more foreign investments in advertising industry

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Ad agency exec backs more foreign investments in advertising industry

RG Cruz,

ABS-CBN News

Published Mar 05, 2024 05:29 PM PHT

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House of Representatives

advertising

foreign investments

foreign ownership

charter change

Ad Standards Council

Rudolph Rejie Jularbal

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