Local Advertising Ethics

Advertising in the Philippines is self-regulated

thru the Ad Standards Council.
This means that it is regulated by stakeholders of the advertising industry, hence,
the term “self-regulated”. For over 40 years, this has been the case in the
Philippines.

Who are these stakeholders?

– KBP (Kapisanan ng mga Brodkaster ng Pilipinas)
– PANA (Philippine Association of National Advertisers)
– 4As (Association of Accredited Advertising Agencies - Philippines)
– IMMAP (Internet & Mobile Marketing Association of the Philippines)

Basis of Regulation
The earliest Advertising Code of Ethics dates back to the Philippine Board of
Advertising (PBA) in 1974. As we have transitioned to rename this to the Ad
Standards Council, the code of ethics created by the council was first released
on March 1, 2008. The latest version was released on June 1, 2016.

Since then, it has been updated last 2017 for consideration of:
– Stricter guidelines in the OTC Drugs and Health/Food/Dietary Supplements
– Digital Advertising

Regulated Categories and Mandatories

Following are products/services that are under the ASCs jurisdiction, along with
proper mandatories, which must be declared on any advertising material covered
by the ASC.

– Alcohol Beverages
– “Drink Responsibly.”
– Over-the-Counter (OTC) Drugs
 – “If symptoms persist, consult your doctor.”
– Health/Food/Dietary Supplements
– “MAHALAGANG PAALALA: Ang (Name of Product) ay hindi gamot at
hindi dapat gamiting panggamot sa anumang uri ng sakit.”
– Products under the Milk Code
– Under Milk Code Products, Infant Formula: “Breastmilk is the only safe
and readily available food for infant.” and “WARNING: Infant Formula is
not a sterile product and may contain harmful bacteria and must be
prepared and used appropriately.”
– Milk Supplements: “The use of milk supplements must only be upon the
advice of a health professional.” “The unnecessary and improper use of
this product may be dangerous to your child’s health.”
– Veterinary Products
– Airline & Other Carriers
– CAB Permit Number and Routing Number
– Real Estate
– License to Sell (LTS) and HLURB Advertisement Approval Number
– Gambling
– “Gaming for 21 years old and above only. Keep it Fun. Game
Responsibly.”
– Telecommunications
– Minimum Guaranteed Connection Speed Requirement and Service
Reliability %

For Promo Materials: Promo period and “Per DTI NCR/DOH-FDA Promo permit
no. …”

Claims
Specially for regulated categories, following claims need to be screened for
verification, substantiation:

– No. 1 Claim
– in Value, or Volume
– Exclusivity Claim
– wherein a product/service is the only one to provide or deliver said
attribute/property/feature
– Comparative Claim
– wherein a product/service is claiming advantage over another brand,
product, service, previous formulation, properties, or set of products
– Superiority Claim
 – means a product or service is above and better than ALL other
competitors in the category in all material respects, mainly when it comes
to product performance or service delivery
– Absolute Claim
– promises of a guarantee of full delivery, (ie Tiyak na Masarap, Sure Win,
No Wetness Guaranteed, Sigurado and balik ng Pera mo)

Other Regulations that Require Screening

Direct, or brand-identified comparison on categories where such comparison is

allowed:
– Automotive Vehicles
– Consumer Durables, such as but are not limited to appliances, audio-visual
equipment, electronic gadgets
– Airline and Ahipping Lines
– Musical Instruments, Entertainment Equipment
– Mobile Products like cellular handsets, tablets, laptops, and netbooks

With Sexy Tones, Exposure of Human Body/Parts

With Tones of Violence or Similar Subject or Execution

With Product/Service Performance Claims (Ingredient, Action, Benefit/Promise)

Sales Promotion