I recently wrote about what I thought were ads masquerading as signs. It turns out a friend also took notice of similar signs along Katipunan and decided to make this a topic of his vlog. I learned that he has corresponded with the MMDA regarding this matter and even contacted the company behind these ads (I would prefer to call them what they really are.) to get their take on the matter. It turns out that the company is quite aware that what they are doing are basically not according to DPWH guidelines pertaining to signage. I wouldn’t and couldn’t say it is illegal since the MMDA and LGUs gave their approvals for these ads to be installed.
Approaching Cainta Junction from Antipolo, there is a sign that advertises Cherry Antipolo, which is all the way back and past Masinag Junction along Marcos Highway.
Less than a kilometre away from Masinag Junction along Sumulong Highway, there’s another ad posing as a road sign and from a certain angle it covers a more important traffic advisory concerning the construction of the Line 2 Extension.
This ad doesn’t even pretend anymore since all directions point to an Ayala Mall!
Following are examples of what may be tolerated and what must be disapproved and therefore removed. Guidelines are important so that the criteria for signs including ads masquerading as such will be clearly spelled out and approval/disapproval will not be
Logical: The photo below shows a sign installed by the DPWH showing the general directions for towns (Cainta, Taytay, Antipolo) or major thoroughfares (EDSA). The smaller sign is actually an ad for a mall but is located near a major junction (Cainta Junction – intersection of Ortigas Avenue Extension and Felix Avenue/A. Bonifacio Avenue) and may perhaps be tolerated as the mall is close by. Such a sign can be justified to assure or validate the direction to be taken by a traveler headed for this mall.
Not logical: The sign below is meters away from Masinag Junction in Antipol but advertises the same mall as the previous sign. It is not logical and should not have been approved since it is far from the destination mall and does not offer a validation or assurance for direction like the previous sign. In fact, the same mall chain has a branch nearby in the Masinag area and another one further on along the Marikina River. This sign should be removed as it adds to the clutter, the visual noise that makes people blind or numb to the actual road signs that require their attention.
[Disclaimer: For purposes of transparency, my colleagues and I also have worked as consultants for projects such as malls but never have we recommended for signs like these.]