Public Affairs
Philippines
Judge Lifts Ban on Outdoor Tobacco Advertising
Marikina — Judge Alice Gutierrez of the Marikina Regional Trial Court in the Philippines made a ruling allowing tobacco firms to advertise on outdoor billboards as long as the signs remain within the store premises, a decision which has displeased local anti-tobacco groups who aim to take this case to the Supreme Court.
The ruling stated that large outdoor billboard advertising was legal as long as it occurs within the premises “of the point of sale. … Simply put, under the statute, it is clear that the area where permissible outdoor advertising may be placed is broad enough to include all areas within the perimeter of said tract of land where a paying patron can purchase or obtain tobacco products."
This case rose out of a petition by Fortune Tobacco Corp. seeking relief from the Tobacco Regulation Act of 2003, which banned “leaflets, posters and similar materials… except inside the premises of point-of-sale retail establishments.” Philip Morris, Japan Tobacco, La Suerte and Mighty Corp., are also involved in the suit with Fortune Tobacco Corp.
With this decision, outdoor advertisements, posters and leaflets, are exempted from the ad ban imposed by the earlier law.
Health Undersecretary Alexander Padilla pointed out that the ruling does not indicate any stopping of the enforcement of the cigarette outdoor ad ban; the regulation is still in place and officers should enforce the ban.
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If you’re looking to augment your reach in an existing region or looking to capture new clients in a new region outdoor advertising can be very much beneficial to you. Be it a new product launch or service, Mobile billboards are found to be effective tools for any event. Presenting your offering on large images is always an attractive form of outdoor media advertising options.
There are various reasons behind the popularity of mobile billboards trucks as they can be parked on numerous streets and highway which in turn provides higher visibility to over thousands of people a day. Moreover, this medium is also very cost effective as compared to other forms of advertising. Normally they achieve 85% reach and 20 times frequency.
They offer 90% coverage for all age-groups and target audiences. According to several studies, it has found that mobile advertising companies are tend to create favourable impression to the target audience as compared to any other form of media campaigns. Moreover, the impact rating of Mobile Billboard Trucks is relatively higher than most forms of advertising.
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