‘Defaced’ pro-LGBT billboard was the approved version, says Bench

Days after online outrage and debate were sparked by what the public thought was a vandalization of a Bench billboard that showed a same-sex couple holding hands, the clothing brand denied that vandals or the company itself defaced the advertisement.

The unusual defacement covers the hands of the couple in black paint.

According to an official statement from Bench advertising and promotions manager Jojo Liamzon, the "vandalized" image, which shows creative director Vince Uy with his arm around boyfriend Niño Gaddi and their hands clasped, is the approved version of the billboard.

"The approved version with hands obscured is the billboard that Bench had printed and that now stands on EDSA. A digital mockup of the EDSA billboard showing the unobscured hands of Uy and Gaddi had been disseminated to press and is what likely led the public to assume the billboard had been defaced," Liamzon said in a statement posted by website Style Bible.

"Prior, the governing body had rejected photos of the couple looking lovingly at one another, citing 'traditional Filipino family values' as a reason," he added.

ASC Code of Ethics

The Ad Standards Council (ASC), the "governing body" mentioned, states under Sec. 1 Art. 3 of its Code of Ethics that ads must:

A) "endeavor to promote the improvement of the quality of life of Filipinos, positive Filipino Family values, customs and traditions"; and

B) "must respect religious beliefs, and be sensitive to the diverse religions, mores, culture, traditions, characteristics, historical background and identity of the various Filipino communities and uphold traditional Filipino family and social values."

According to its website, the ASC was established by "the Philippine Association of National Advertisers (PANA), representing the advertisers, the owners of advertising materials, the Association of Accredited Advertising Agencies-Philippines (4As), representing the advertising agencies, the creators of advertisements, and the Kapisanan ng mga Brodkaster ng Pilipinas (KBP)" for the purpose of promoting "truth in advertising" through "self-regulation of advertising content."

Its Code of Ethics "must be observed by everyone concerned in the practice of marketing communication, whether as advertiser, advertising agency, in the media, or in related functions."

Message 'intact'

Bench also said that it decided to push through with the advertisement because it believes the message it is meant to convey is intact despite the censored hands.

"[W]hile the message has been compromised to an extent, the most important thing is that at least, for the duration that the billboards are up, the voices, lives, and loves of the LGBT community are unavoidable and undeniable on an avenue Filipinos from all walks of life cross every day," it said.

GMA News Online tried to contact Bench and ASC through several channels, but both agencies have yet to respond.

Netizens attempted to amend the censorship on the Uy-Gaddi ad by "painting back" the blackened hands with images that ranged from irreverent to heartfelt.

In 2014, Bench agreed to the remove the text from its underwear ads along EDSA after the Catholic Bishops Conference of the Philippines (CBCP) complained to the Metro Manila Development Authority (MMDA).

Then-Mandaluyong Mayor Benhur Abalos also ordered the removal of some Bench underwear ads in 2011 after receiving complaints from people who found them "inappropriate and offensive." — BM, GMA News