AMENDMENT OF MEMORANDUM CIRCULAR 2007-008 AND RELATED MCS ON TRANSIT ADVERTISEMENT

The proliferation of unregulated advertisements in PUVs, most of
which had no prior approval and in violation of existing Circulars, has
come to the attention of the Board. In consultation with the transport
leaders, the commuting public and other stakeholders, the concerns for
the safety, comfort and convenience of passengers and the general
public, vis-à-viz the financial and/or economic gains of transit
commercial advertisement were exhaustively deliberated upon. In view of
these valid concerns, the Board, in the exercise of its regulatory
powers mandated by Executive Order No. 202, dated June 19, 1987, hereby
liberalizes its policy on the issue subject to applicable policy
guidelines reiterated hereunder and further conditions/restrictions,
thus:

1. Transit advertisement shall be limited to the body of the Buses
and toppers for PUJs and Taxis. Limited portion of PUB windows and at
the back of Taxis may be allowed provided that it be in a “perforated” form. Tourist Transport, GT Express Service, TH, and School Service should not be allowed;

2. Transit ads shall not constitute traffic hazard, nor compromise
the safety, comfort and convenience of passengers, in particular, and
the public, in general;

3. All advertising matters to be installed shall conform to the
standards relative to morality, decency, and public safety in accordance
with Advertising Code of Standards. Neither political ads, any
cigarette brand or product advertisement, nor those offensive to the
senses shall be allowed;

4. PUV identification and operational information must not be
hindered. Specifications of mandatory identification markings including,
but not limited to, company and/or trade name, license plate, body
number, and “How’s my Driving? Call or Text LTFRB Hotline 0921-448-777,
City or Provincial mode of operation, authorized route, mandated by
previous Memorandum Circulars should not be reduced, diminished, nor
obscured;

5. The company/trade name marking at the sides of the bus, shall be
at no less than eight inches (8”) in height. It shall be in a color
that is directly in contrast with the substantial color of the ads, with
a white background at no less than two (2) inches margin wider than the
outermost end of the characters, so as not to make it difficult for the
public to identify the PUV;

6. The mandatory markings at the back of the bus must likewise be
painted on top of a white background at the lower portion at the back of
the bus;

7. Application for the installation of transit advertising shall be
processed/approved by the Board as an ordinary application/petition
duly filed/submitted by the Franchisee.

7.1 In addition to the mandatory filing fees, the applicant shall likewise be assessed ADVERTISING PERMIT FEE, thus:

a. Bus – Php10,000.00 for the first five (5) units and Php1,000.00 per succeeding unit(s) per year;
b. Taxi – Php7,500.00 for the first five (5) units and Php500.00 per succeeding unit(s) per year;
c. PUJ and other modes of transportation – Php5,000.00 for the first
five (5) units and Php400.00 per succeeding unit(s) per year.

8. PENAL CLAUSE

Any operator who allows, consents or tolerate advertising matters
on any of its/her/ his vehicle(s) in the violation of the specifications
and standard provided for under this Memorandum Circular shall, upon
proper verification, pay a fine of P10,000.00 for the first offense,
P20,000.00 for the second offense and revocation of the franchise for
the third offense.

This memorandum circular shall take effect fifteen (15) days after
the filing of three (3) copies hereof with the U.P. Law Center, in
accordance with Presidential Memorandum Circular No. 11 dated October 9,
1992.

SO ORDERED.

Adopted: 10 Aug. 2009

(SGD.) ALBERTO H. SUANSING Chairman
(SGD.) MARIA ELLEN DIRIGE-CABATU Board Member	(SGD.) GERARDO A. PINILI Board Member