Written by: Nichole Quintos

What role does advertising play in shaping a more responsible, empathetic, and creative Filipino society?

Chief Creative Officer Amrei Dizon, Finance and HR Director TJ Joson, Art Director Jay Quilanita, Creative Strategy Specialist Nichole Quintos, and Multimedia Specialist Nuñag at the ASC Summit 2025 held in Shangri-La Hotel, Makati

The stories we tell in media can uphold values, spark creativity, and nurture empathy, making advertising a significant force for fairer and more compassionate Filipinos.

Guided by this belief, Vitalstarts Creative Solutions (VCS) proudly joined the ASC Summit 2025 last August 27, 2025, at the Makati Shangri-La Hotel, organized by the Ad Standards Council (ASC). With the theme “Patas na Patalastas: Fair and Progressive Advertising Self-Regulation,” the summit tackled pressing issues that define the future of the industry: AI, disinformation, influencer marketing, and responsible advertising for children.

President of Kapisanan ng mga Brodkaster ng Pilipinas and 50th Anniversary Chairperson Jun Nicdao opens the summit with a welcome address

Veteran broadcaster and voice artist Pinky Aseron moderated several of the summit’s key sessions, guiding discussions that placed fairness, honesty, and responsibility at the center of advertising.

Upholding Truth in the Age of Disinformation

The discussions began with “Truth-Telling & Truth-Selling: Upholding Honesty in the Era of Disinformation,” where Nobel Peace Prize laureate and Rappler co-founder Maria Ressa, multi-awarded broadcast journalist and Project Malasakit founder Kara David, and UST sociologist and Sociology Department Chair Dr. Louie Ignacio highlighted the importance of safeguarding truth and trust in a time of widespread disinformation.

*Rappler CEO Maria Ressa, multi-awarded broadcast journalist and Project Malasakit founder Kara David, and UST sociologist and Sociology Department Chair Dr. Louie Ignacio poses for a photo.*

Their conversation emphasized that fair advertising begins with truth, which in turn sustains the trust people place in institutions and brands.

Marketing with Care for the Next Generation

In “Marketing with Care: Shaping Healthy Choices for the Next Generation,” leaders from the food and beverage industry shared perspectives on influencing healthier consumer behavior. Caitlin Nina Punzalan of Mondelez Philippines, Caroline De Leon of Del Monte Philippines, Cecille Aldueza-Virtucio of the Batangas Egg Producers Cooperative, and Christopher Ilagan of PepsiCo explored how brands can balance business growth with social responsibility.

Moderated together with Robbie Aligada, Executive Director of the ASC, this dialogue reminded participants that the messages families encounter help shape everyday behaviors and habits. This shows the lasting role advertising plays in guiding consumer well-being.

Navigating AI’s Ethical Bounds

The third session, “CTRL + AI + DELETE: Exploring the Legal and Ethical Use of AI in Advertising,” delved into the challenges and opportunities presented by artificial intelligence.

*#TeamVCS poses for a photo with managing partner at JSTP Law Offices and founding executive member of the Philippine AI Business Association Atty. Joshua Jerome Santiago*

Atty. Joshua Jerome Santiago, managing partner at JSTP Law Offices and founding executive member of the Philippine AI Business Association, discussed regulatory frameworks, while Carljoe Javier, Executive Director and Chief AI Ethicist as well as educator at Ateneo de Manila University, spoke on the cultural and ethical considerations of AI adoption.

Their insights highlighted the need for innovation that respects human values, ensuring technology strengthens creativity while preserving fairness and responsibility.

Fairness in the Influencer Economy

Closing the summit was “Fame, Follows, and Fairness: Responsible Influencer Marketing,” a timely dialogue on the ethics of digital influence. Jim Christopher Guzman, Digital Director at Unilab and founding president of the Creator and Influencer Council of the Philippines, was joined by Kara Santiago-Dagdag, CEO of Link Strategies, well-known radio host Gino Quillamor, and actor and content creator Philip Hernandez, popularly known as Davao Conyo.

*#TeamVCS with actor and content creator Philip Hernandez, known as “Davao Conyo”*

The panel emphasized how transparency and accountability safeguard credibility. It reminds audiences that authenticity is the true currency of influencer marketing.

Conclusion: Great Creativity comes with Responsibility

As the country’s independent body for advertising self-regulation, the ASC ensures that ad content remains honest, fair, and responsible; values that VCS also upholds as a creative agency.

ASC Executive Director Robbie Aligada discussing the collaboration between PAGCOR and ASC on the guidelines and ethics for gambling advertising

For 21 years, VCS has worked with integrity and responsibility, delivering creativity that not only communicates but also contributes to society. At VCS, design is thinking made visible. Through Strategic Creativity and Creative Intelligence, VCS builds systems that connect purpose to action, message to meaning, brand to audience. Creative by Design means building with intent, scaling with coherence, and creating impact that lasts.

#TeamVCS poses at the summit photobooth

Joining the ASC Summit 2025 affirms VCS’ dedication to shaping advertising that is innovative, responsible, and transformative — advertising that helps build an informed, empathetic, and creative society.

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VCS Joins ASC Summit 2025: Championing Fair and Responsible Advertising