MANILA, Philippines - The Kapisanan ng mga Brodkaster ng Pilipinas (KBP) says it is taking a proactive stance in its self-regulatory function by strictly implementing the 18-minute per hour advertising rule among its member TV networks.

KBP officials say the move is anchored on the organization?s responsibility to promote public interest. The 18-minute rule, they add, is expected to prevent advertising clutter and lead to less, but better, advertisements.

The KBP Standards Authority (SA) is tasked to implement said rule, as well as other policies, guidelines and standards for the operation and discipline of the broadcast media.

The KBP counts on all major TV and radio networks as members except GMA.