‘Foreign ownership won’t affect local ad industry’

MANILA, Philippines — The entry of foreign investors will not adversely affect local creatives employed in the advertising industry, a Senate committee hearing on economic Charter change learned yesterday.

Ad Standards Council legal counsel Rudolph Jularbal, speaking before the Senate committee, said that as long as self-regulation remains in place foreign ownership would not be a threat to the local advertising industry.

“As long as the self-regulation regime is functional, regardless of ownership of advertising agencies, content will be regulated effectively. We have 50 years of self-regulation in the Philippines, and it has been very successful,” Jularbal said.

The entry of foreign owners in advertising does not affect job opportunities because Filipinos get hired by foreign companies the same way foreign talents also contribute to local advertising, Jularbal said.

“The developments in technology have changed the landscape, insofar as job creation is concerned. In fact, Filipino talent works for foreign companies online. And the reverse is also true – foreign talents are contributors to advertising content online. Technology has really changed the landscape compared to what it was in 1987,” he added.

Anna Chua-Norbert, the group chief cultural officer representing DDB Group Philippines, added that “as practitioners, we have seen all sorts of advertising agencies already in the country – whether international or local – that are already here, so it really doesn’t change much for us.”

Two media executives present in the hearing raised concerns about foreign interference in domestic affairs once foreign ownership restrictions on advertising are eased.

Jose Policarpio Jr., IBC president and CEO, expressed concern about the economic Charter change effect on the “media battle” between Philippines and China over the West Philippine Sea.

“The entry of foreign entities in the country could enhance the foreign interests to the detriment of local interests,” he said.

United Print and Multimedia Group Philippines president Barbie Atienza from Manila Bulletin added that another concern is its effect on editorial independence.

“Reality bites that advertisers have the money, and who has the money has a lot of clout. Advertising would have influence over content. It is still a golden rule that who has the gold makes the rules. When they tell us to be mum about certain news that are detrimental to them, to a certain extent, there is always a sense of compulsion to submit,” Atienza said.

In an ambush interview after the hearing, Sen. Sonny Angara said his subcommittee is wrapping up after previously holding hearings on opening up foreign investments to education and public utilities.

The Senate panel will hold Charter change consultations in Baguio, Cebu and Cagayan de Oro, before the committee concludes and prepares its report for plenary debates in the incoming third regular session, he added.

The Senate subcommittee on constitutional amendments resumed its hearings on the Senate Resolution of Both Houses 6, which seeks to amend the 1987 Constitution by easing foreign ownership on advertising, public utilities and higher education.