#CulturePH - Navigating the Eddie Garcia Law: What It Means for the Advertising Industry
On October 29, 2024, leaders from the advertising world gathered at Shooting Gallery Studios in Makati City to discuss a significant new development: the Eddie Garcia Law. This law, officially known as Republic Act 11996, aims to protect workers in the film, television, and entertainment industries. But what does it mean for advertising? Let’s dive into the details and see how this new legislation impacts the industry.
A Tribute to Eddie Garcia
The Eddie Garcia Law was born out of a tragic incident in 2019 when veteran actor Eddie Garcia passed away due to an on-set accident. Signed into law by President Ferdinand “Bongbong” Marcos Jr. in May 2024, the law sets standards for worker safety, fair working hours, and health protocols. It requires clear definitions for terms like “out-of-town shoots,” written contracts, health committees on set, and the submission of production details to the Department of Labor and Employment (DOLE) at least 24 hours in advance.
Extending to Advertising
While the law primarily targets the film and television sectors, its provisions also extend to advertising. This means that any content filmed and broadcast—whether it’s a full-length movie, a 30-second commercial, or a branded video on social media—must comply with these new regulations. The advertising industry now faces the challenge of adapting its practices to meet these standards.
Industry Leaders Weigh In
Madonna Tarrayo, President of UXS Inc. and Chairman of ASAP, emphasized the importance of understanding the law to ensure a fair, safe, and respectful working environment. “We need a concerted effort, a collaborative effort, involving all stakeholders in the ad industry,” she said.
Paolo Villaluna, Director General of the Film Academy of the Philippines, highlighted the broader impact of the law. “The Eddie Garcia Law will affect everyone in advertising, from agencies to clients, pushing us to change our ways of working to ensure we protect our workers as they deliver creative outputs,” he noted.
Embracing Change
During the event, a panel of industry representatives discussed the challenges and solutions for implementing the law. Margot Torres, Managing Director of McDonald’s Philippines, pointed out that the advertising industry already has a strong foundation of discipline and respect. “While this law is primarily designed for film and TV, we support its principles and can adapt its provisions within our industry-specific processes,” she said.
David Guerrero, Creative Chair of BBDO Guerrero, acknowledged the temptation to push creative and production limits but stressed the importance of the law for the benefit of workers. “It’s going to be a challenge, but we can get good, or even better results if we just work together and focus on what we can do with what’s available to us,” he said.
Moving Forward
The discussion also touched on creating a task force with immediate action plans, including developing educational programs to raise awareness of the law among stakeholders, enforcing self-regulation, and exploring industry-wide certification for certain production roles to ensure compliance.
By fostering dialogue, prioritizing education, and committing to compliance, the advertising industry can turn these new regulations into opportunities—ensuring a safer, more sustainable environment that supports both creative vision and the well-being of all involved.
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