STANDARDSOFADVERTISING

OFTHE
ADSTANDARDSCOUNCILINC.

TABLEOFCONTENTS
INTRODUCTION

SCOPEOFCOVERAGE

ARTICLEI.GENERALSTANDARDSOFPRESENTATION
Section1.RespectforCountry&theLaw
Section2.PhilippineStandards&Symbols
Section3.RespectforReligion,FilipinoCulture&Traditions
Section4.Sex,Profanity,Obscenity&Vulgarity
Section5.Crime,Violence&Morbidity

ARTICLEII.STANDARDSOFPRESENTATIONFOR
CONSUMERPROTECTION&SAFETY
Section1.GeneralProvisions
Section2.ClaimsofProduct/ServicePropertiesorCharacteristics
Section3.MisleadingPresentations
Section4.Price&Terms
Section5.PublicSafety
ARTICLEIII.STANDARDSFORTHEPROTECTIONOF
CHILDREN
Section1.Presentation
Section2.AdvertisementsDirectedatChildren
Section3.UseofChildreninAdvertisements

ARTICLEIV.OTHERSTANDARDSOFPRESENTATION
Section1.Disparagement
Section2.ComparisonAdvertising
Section3.Before&AfterComparisons
Section4.UseofNew&Improved
Section5.SuggestiveBrandNameAdvertising

ARTICLEV.PRODUCTCLAIMS
Section1.ClaimsonIngredients
Section2.DataReferences
Section3.QualifiersinReferencetoClaims&OtherDevices
Section4.No.1ClaimorEquivalent
Section5.Testimonials
Section6.ScientificorTechnicalClaims

ARTICLEVI.NONPRESCRTIPTIONDRUGS,DEVICES&
TREATMENTS&OTHERREGULATEDPRODUCTS&
SERVICES
Section1.GeneralProvisions
Section2.SpecialTerminology/Claims
Section3.MedicalPractitioners
Section4.Vitamins,FoodSupplements&Minerals
Section5.Promotions
Section6.AlcoholicBeverages
Section7.Cigarettes&TobaccoProducts
Section8.Gambling&GamesofChance

ARTICLEVII.SPECIALPRODUCTS&SERVICES
Section1.Banking&FinancialServices
Section2.Educational/TrainingInstitutions
Section3.ArticlesthatRequireAssembling
Section4.AdvertisingforCharitableCause
Section5.CorporateAdvertising
Section6.InfantFormula
Section7.Cosmetics
Section8.Agrochemicals&VeterinaryProducts

ARTICLEVIII.PRICEADVERTISING
Section1.GeneralProvisions
Section2.DiscountorSpecialSale
Section3.Installments,LeasePurchase,etc.

ARTICLEIX.MISCELLANEOUS
Section1.Contests&Promotions

Section2.Terms&ConditionsofContestsorPromotions
Section3.Guarantees&Warrantees

DEFINITIONOFTERMS

ANNEXES
AnnexA
TechnicalSpecificationsofQualifiersinReferencetoClaims&
Devices
AnnexB
Advertising&PromotionsGuidelinestoImplementtheGenerics
Actof1988(RepublicActNo.6675)
AnnexC
ASEANCosmeticClaimsGuide
AnnexC1
ASEANCosmeticDocument
AnnexD
MilkCodeofthePhilippines(ExecutiveOrderNo.54)
AnnexD1
RevisedImplementingRules&RegulationsoftheMilkCodeofthe
Philippines

STANDARDSOFADVERTISING
OFTHE
ADSTANDARDSCOUNCIL,INC.

INTRODUCTION
(tofollow)

SCOPEOFCOVERAGE
The Advertising Standards & Rules of Procedures of the Ad Standards Council apply to
membersofthePhilippinesAssociationofNationalAdvertisers,AssociationofAccredited
AdvertisingAgenciesandtheKapisananngmgaBrodkasterngPilipinasandalladvertising
materialsthatareowned,coursedthrough,handled,orplacedwiththem,asthecasemay
be. The screening of advertising materials shall be with respect to content of said
materials.

ARTICLEI
GENERALSTANDARDSOFPRESENTATION

Section1.RESPECTFORCOUNTRY&THELAW
a. Advertisements must not be injurious to the prestige of the Republic of the
PhilippinesandtheFilipinopeople.
b. Advertisementsshouldnot underminethe publics regardforgovernment, lawand
dulyconstitutedauthority.
c. Advertisements shall not contain messages that deride or otherwise discredit the
lawanditsenforcement.
Section2.PHILIPPINESTANDARDSANDSYMBOLS
a. The use of the Philippine National Flag in advertising shall conform with the
standardsset by the National Historical Institute and the National Commission for
CultureandArts.
b. The Philippine National Flag or any of its earlier versions and the Seal of the
Republic, if used, shall be as illustrative material only in sober and respectful
mannerwhosethemeispatrioticorcommemorative,orreflectstheheritageand/or

traditionsoftheFilipinopeople.
c. Historical/national events, national events, national heroes and national shrines
shallbepresentedaccuratelyandrespectfullyandusedtopromotepositivevalues.
d. TherepresentationofthePhilippineCurrencyinadvertisementsshallbegoverned
by the rules promulgated by the Bangko Sentral ng Pilipinas Circular No. 61 s.
1995).

Section3.RESPECTFORRELIGION,FILIPINOCULTURE&TRADITIONS
a. Advertisementsmustendeavortopromotetheimprovementofthequalityoflifeof
Filipinos,positiveFilipinoFamilyvalues,customsandtraditions.
b. Advertisements must respect religious beliefs, and be sensitive to the diverse
religions, mores, culture, traditions, characteristics, historical background and
identityofthevariousFilipinocommunitiesandupholdtraditionalFilipinofamilyand
socialvalues.

Section4.SEX,PROFANITY,OBSCENITY&VULGARITY
a. Profanity, obscenity and vulgarity, or presentations that are offensive to
contemporary standards of decency or morals, and the indecent exposure of the
humanbody,oranyofitsparts,shallnotbeallowed.Actsgenerallyconsideredas
indecentoroffensiveareprohibitedinanyadvertisingmaterial
b. Someexposureofthehumanbodymaybeallowedinadvertisementswheningood
taste and relevant to the product or service being advertised, the situation being
portrayedor the audiencebeingaddressed. However,suggestive portrayalsshall
notbeallowed.
c. Advertisementsshouldnotdepictorexploitpersonsassexobjectsandshouldnot
contain offensive, obscene, blasphemous, profane, or vulgar words or phrases or
anysexualdoubleentendres.
d. Sexandrelatedsubjectscontainedinanadvertisingmaterialmustbetreatedwith
careandconformtowhatisgenerallyacceptedasproper.
e. Salacious, violent or indecent themes, sexual innuendo or stereotyping likely to
causeseriousorgeneraloffenseshouldbeavoided.
f. Explicit depictionor graphicdescriptionsofsexual organs,othersensitiveparts of
thebodyprohibitedinanyadvertisingmaterial.
g. Explicit depiction or description of sexual acts, sexual perversions and nudity are
prohibitedinanyadvertisingmaterial.
h. Advertising materials shall not condone or justify premarital sex or extra marital
sex.

i. Advertisements shall not promote or appear to condone substance abuse,

Satanism,violenceorsexualperversion.

Section5.CRIME,VIOLENCE&MORBIDITY
a. Advertisements should not exploit or tend to promote physical, verbal or
psychological violence or the use of deadly weapons (other than for lawful
purposes)whetherachievedthroughrealorfictionalcharactersorsituations.
b. Advertisementsdepictingcrime,violenceandotheractsofwrongdoingorinjustice
shallnotpresentthebehaviorasgoodorattractiveorbeyondretribution,correction
orreform.
c. Advertisementsshouldnotsuggestanyassociationwithviolenceorwithantisocial
behavior.
d. Advertisementsmustnotcontainanydirectorindirectreferencestodrugcultureor
illegaldrugsorsubstanceabuse.
e. Criminalsshallnotbeglorifiedandcrimeshallalwaysbecondemned.
f. Violenceshallnotbeencouraged.Morbidandgorydetailsareprohibited.
g. Advertisingcontentthatarelikelytoinciteapersontoviolenceorcommitawrong
orcrimeorantisocialbehaviorisprohibited.
a. Advertisements should not emphasize or dramatize ailments, distress or morbid
situationsorusesuchsituationsinanoffensivemanner.

ARTICLEII
STANDARDSOFPRESENTATION
FORCONSUMERPROTECTION&SAFETY

Section1.GENERALPROVISIONS
a. Advertisementsmustbehonest,truthfulandaccurateandcreatedforthebenefitof
theconsumerandgeneralpublic.
b. Advertisementsshouldnotbedeceptiveormisleadthepublic.
c. Advertisingofaproductorservicefoundbytheappropriategovernmentagencyto
bebelowstandardsorspecificationsortobeotherwiseunsafeshallnotbeallowed.
d. Advertising copy, slogan or terms should not tend to mislead, or confuse the

consumer as to the materials, content, origin, utility or function of any product or

service.
e. Advertisements should always be readily perceptible as commercial
announcements and should not create any misimpression that they are news or
editorial items or public service announcements. Applicable guidelines of the
relevantmediaindustryshouldalsobeobserved.
f. Advertisementsshouldnotunduly capitalizeonfear orsowpanic. Neithershould
they exploit public credulity related to superstition, psuedoscientific beleifs and
practices, such as supernatural powers, foretelling of the future, astrology,
phrenology, palm reading, numerology, mind reading, hypnotism, faith healing or
subjectsoflikenature.

Section2.CLAIMSOFPRODUCT/SERVICEPROPERTIESORCHARACTERISTICS
a. Claimsofproductandservicepropertiesortheirintendedusageshouldbeclearly
presented and should not mislead the persons to whom they are addressed by
inaccuracy,ambiguity,exaggerationoromission.
b. Theuseorincorporationofatestordemonstrationofaproductorserviceproperty
or characteristics must clearly, fairly, factually and accurately present the test or
demonstrationconfirming theclaimed productorserviceproperty orcharacteristic.
The test or demonstration presented in advertisements must directly prove the
claimedproductorservicepropertyorcharacteristics.

Section3.MISLEADINGPRESENTATIONS
a. Anadvertisement must not create confusion as to the identity of the advertiser or
thesourceoridentityofaproductorservice.
b. Advertising materials shall not contain features, elements or visual and/or audal
presentations that are unique to the advertising of another brand regardless of
category.

Section4.PRICE&TERMS
a. Priceandpurchaseterms,whenused,shouldbeclearandcomplete.Whenparts
or accessories that the consumer might reasonably suppose to be part of the
original sale are available only at an extra cost or for further consideration, such
shouldbeclearlyindicated.
Section5.PUBLICSAFETY
a. Advertisementsshouldnotdepictdangerouspractices,showorrefertodangerous
acts,orencouragedisregard forsafety.Whenaproductor servicehaspotentially
dangerous qualities, the advertisement must be adequately qualified or balanced
withapositivepresentationoraclearwarningwithintheadvertisements.

b. Advertisements for any product or service should not depict the actual act of
drinkingalcoholicbeveragesorsmokingtobaccoproducts

ARTICLEIII
STANDARDSFORTHEPROTECTIONOFCHILDREN

Section1.PRESENTATION
a. Advertisementsandpromotionalactivitiesforproprietarydrugs,medicines,devices
andtreatmentsshouldnotbedirectedtochildren.
b. Advertisementsshouldnotencouragechildrentotakedrugsandmedicineswithout
thesupervisionofaresponsibleadult.
c. Advertisementsshouldnotencouragereckless,improperorantisocialbehaviorand
should not show children in activities that would normally not be allowed by
responsibleadultsforreasonsofsafetyorpropriety.
d. Advertisementsshouldnotunderminechildrensenjoymentofpresentpossessions.

Section2.ADVERTISEMENTSDIRECTEDATCHILDREN
a. Exploitationofchildrenisprohibited.
b. Advertisements directed primarily at the children should not exploit their natural
credulity.
c. Alcoholic brand names, logos or trademarks must not be used on childrens
clothing,toys,gamesorothermaterialsintendedforuseprimarilybypersonsunder
thelegalpurchaseage.
d. Advertisements meant for children should not contain indelicate references to
infirmities or scenes depicting physical and mental cruelty. In general,
advertisementsforchildrenshouldnotshowirresponsible,violentorreprehensible
acts/practices in a manner that may lead children to interpret or adopt them as
normaloracceptablesocialbehavior.
e. Advertisements directed at children shall in no way mislead children as to the
productsperformanceandusefulness.
f. Advertisements shall not encourage children to purchase products or services to
supportthetelevision,radioorcabletelevisionprogram

Section3.USEOFCHILDRENINADVERTISEMENTS
a. The use of children in advertisements must conform to the requirements of the
DepartmentofLaborandEmployment.
b. Children shall not be presented as being in contact with, or demonstrating a
product, recognized as potentially dangerous to them. Advertising materials
depictingordescribingactsthatwouldlikelytendtoharmchildrenisprohibited.
c.

Nochildshallbeused,directlyorindirectly,inadvertisementsofgambling,gaming
institutionsorgamesofchance.

ARTICLEIV
OTHERSTANDARDSOFPRESENTATION

Section1.DISPARAGEMENT
b. Advertisementsshallnotdirectly orindirectly disparage, ridicule,criticizeor attack
any natural or juridical person, groups of persons or any sector of society,
especiallyonthebasisofgender,socialoreconomicclass,religion,ethnicity,race
ornationality.
c. Maliciously ridiculing or denigrating religion, culture, customs and traditions is
prohibited.
d. References to minority groups should not be stereotypical, malicious, unkind or
hurtful
e. References to religious or political beliefs should not be offensive, deprecating or
hurtful, and the use of religious themes and treatments by nonreligious groups
shouldbetreatedwithextremecare
f. Those who have physical or sensory impairment, or intellectually or mentally
challengedpersonsshouldnotbedemeanedorridiculed
g. Advertisementsshouldnotdirectlyorindirectlydisparage,ridiculeorunfairlyattack
competitorsornoncompetitors,competingornoncompetingproductsorservices,
including distinguishing features of their advertising campaigns such as specific
layout,copy,slogan,visualpresentation,music/jingleorsoundeffects
h. Advertisements shall not make any presentation that brings advertising into
disreputebothasaprofessionandasabusinessactivity
i. HumorshouldnotbeusedtocircumventtheintentionofthetheseStandards

Section2.COMPARISONADVERTISING
a. A comparison of competitive products or services must provide a clear,
substantiated and verifiable bases for any comparative claim favorable to the
advertiser.
b. An unqualified, sweeping claim may be permitted only if proven to be true on all
materialrespectsinrelationtoallproductsofthesamecategoryinthemarket.
c. Indirectcomparisonadvertisingmaybepermittedprovideditdoesnotusesymbols,
slogans, titles, or statements that are clearly identified or directly associated with
competitivebrands.
d. Competitive claims inviting comparison with a group of products or with other
product categories (without identifying any specific brands) may be allowed
providedtheseareadequatelysubstantiated.
e. Directcomparisonadvertisingisallowedonlyinproductcategoriesthathaveclear,
definite,acceptedtechnologybenchmarks.Inparticular:
1) Productfeatures/attributesbeingcomparedshouldbeverifiable,measurable
and/ordefinable
2) Comparisonmustbequantitativeratherthanqualitative
Comparisonmustnotbemisleading,disparaging,exaggerated
f. Directcomparisonislimitedtoproductsintendedforthesamepurposeorbelonging
to the same class or category. Subjects of direct comparison must be clearly
identifiedwithoutviolatingIntellectualPropertyRights.
g. Direct comparison advertising shall be allowed only in the following product
categories:
1)
2)
3)
4)
5)

Automotivevehiclesexcludingautomotiveproducts
Consumerdurables(whiteandbrownlines)
AirlineandShippingLines
Musicalinstruments,Entertainment
Telecommunications or mobile products excluding networks and Internet
ServiceProviders

h. Parityclaimsareallowedprovidedtheyareproperlyqualifiedandsubstantiated.

Section3.BEFOREandAFTERCOMPARISONS
a.

Before and After situations must reflect truthful and factual comparisons.
Comparisons of the antecedent situation with the subsequent situation must
notbeexaggeratedormisleading.

b.

Advertisements comparing before and after situations should cite with

prominencethespecifictimeelapsedbetweenthetwosituations.

Section4.USEOFNEWORIMPROVED
a. Theword new, improved or introducing or similar words whichconnote new
ness or an improvement of a product may beused in advertisements only for a
periodofone(1)yearfromthetimetheneworimprovedproduct/servicehasbeen
introducedinthemarket,excludingreasonabletestmarketperiods.
b. Whereclaimedimprovementrelatesnottotheproductsbasicutilityorfunctionbut
tooneofitsotherfeatures,suchasappearance,fragrance,colororpackaging,the
wordneworimprovedmaybeusedonlyifclearlylimitedtothespecificchange
(e.g.,newfreshfragranceornewplastic/bottle).
c. A permanentpricereductionorpricerollbackmay beused in advertisementsonly
fora periodofone(1)yearfrom thetimethe reduction orpricerollback hasbeen
introducedinthemarket.However,thereisnotimeframeforthemerementionofa
product price as long as there is no reference to a previous price or a price
reduction.

Section5.SUGGESTIVEBRANDNAMEADVERTISING
Advertisements for any product whose brand name may suggest a different product,
commodity or product form or nature should contain a clear statement of the true
nature of the product represented by that brand name (e.g. TrueMilk, A FilledMilk
Product).

ARTICLEV
PRODUCTCLAIMS

Section1.CLAIMSONINGREDIENTS
a. Advertisements should not contain any reference to an ingredient that could lead
the public to assume that a product contains a specific ingredient unless the
ingredients quantities and properties as well as the material benefit that results
fromitsinclusionintheproductformulationhavebeentechnicallysubstantiated.
b. Advertisementsshouldnotimplythatacertainbenefitisduetoaspecificingredient
unlessaverifiablecauseandeffectrelationshipexists.
Section2.DATAREFERENCES
a. Data references must always be from results of a bona fide research, survey or
tests.
b. Reference todata orresults ofabonafide research,surveys,or testrelating toa

product should not be so prepared or disseminated in a misleading or inaccurate

manner, including by creating or claiming any implication beyond that clearly
establishedbytheresearch,surveyortest.
Section3.QUALIFIERSINREFERENCETOCLAIMS&OTHERDEVICES
ForAdvertisingmaterialsthatrequirethepresenceofqualifiersinreferencetoclaims,
including the devices NoApproved Therapeutic Claims, Drink Moderately, and the
like, such qualifiers in reference to claims or devices must comply with the technical
specificationsattachedasAnnexA,hereoftoforpartoftheseStandards.
Section4.NO.1CLAIM(OREQUIVALENT)
a. NoNo.1claimwithrespecttoanyproductorserviceshallbeallowedunlessitis
substantiatedandclearlydelineatedandqualifiedastorendertheclaimobjectively
verifiable.
b. ThesubstantiationofaNo.1claimshallcoveratleasttheimmediatelypreceding
12month period and should be supported by data from independent sources
acceptabletothe Ad Standards Council. Intheabsence ofdata pertaining tothe
last 12month period, the substantiation may be based on the latest available
reliableandbonafidefiguresprovidedtheseareshowntobereasonablycurrentto
thesatisfactionoftheAdStandardsCouncil.
c. Substantiation(s)foraNo.1salesclaimmustconfirmthattheclaimantisleading
in both (i)physical units sold and (ii)in the resulting peso volume on a cumulative
basis. No.1 claims made on any other basis may be allowed only if the Ad
Standards Council is satisfied that the basis and scope of the claim is clear and
advertisementisnotmisleadinginanyway.
d. ANo.1claimwithoutaqualifierwillbetakentomeanasNo.1insales.
e. ANo.1claimmaybemadeonlywithrespecttoaclearlydelineatedanddefined
categoryofproductorservice.
f. NoproductorservicewithoutacompetitormaymakeaNo.1claim.
g. A claim to be No.1 in sales relating only to specific area(s), must prominently
specifythearea(s)covered.
h. A previously allowed No.1claim canbe ordered discontinued or prevented from
being used by the Ad Standards Council if it is proven by a competitor that its
cumulative sales figures (minimumsixmonths) put it aheadof the leading brand.
However,forthechallengerbrandtoearntherighttoclaimNo.1,a12monthbasis
isstillneeded.

Section5.TESTIMONIALS
a. Testimonialshouldrelatetotheproductbeingadvertised.

b. Testimonialclaimsshouldbegenuineandtruthful.Fictitioustestimonialsshouldnot
bepresentedasthoughtheyaregenuine.
c. Testimonialsshouldonlybeusedwiththewrittenpermissionofthosegivingthem,
unlesstakenfromapublishedsourcethatmustbeproperlyquotedwithattribution
of the source. The advertiser must substantiate a testimonial by submitting the
original written, dated and signed testimony, duly subscribed and sworn to,
supportingtheendorsement.Ifthetestimonyquotesapublishedsource,acopyof
thepublicationmustbesubmitted.
d. Testimonialsshouldbecategoricallystatedasapersonalexperienceoropinionof
the endorser and should be clearly presented as part of a testimonial statement.
The testimonial must use qualifiers e.g. In my opinion, Para sa akin, In my
experience.

e. Testimonials based solely on subjective judgment are allowed provided that they
are not presented as statements of fact. When such testimonials include specific
claimsregardingproductorserviceperformance,theseclaimsshouldbesupported
withindependentevidenceontheaccuracyof,orconsistentwith,theactualproduct
orserviceperformance.
f. Testimonialsshallnotbeusedtocircumvent:
1) aprohibitedclaim,or
2) therequirementforsubstantiationotherthanthetestimonyitself,or
3) regulations of government bodies pertaining to use of claims on the
productorservice.
g. TestimonialsofprofessionalsorgroupsofprofessionalsshouldobservetheEthics
oftheirprofessionsandshouldnotviolateregulationsofthegovernmentbodiesor
institutionsregulatingthatprofession.
h. Individualperson(s)endorsingaproductorserviceincommunicationmaterialsand
whoispresentedasanexpertmusthavedemonstrablecredentialstosubstantiate
the claimed expertise. His or her endorsement must be supported by an actual
exercise of his/her expertise in evaluating the product or service features or
characteristics. Such evaluation must be relevant and available to an ordinary
consumersuseoforexperiencewiththeproduct.
i. Endorsements by an organization are deemed as judgment(s) by a group whose
collective experienceoutweighsthatofanindividualmember.Theadvertisermust
provideevidencetosubstantiatethattheorganizationsendorsementwasreached
by a process sufficient to ensure that it reflects the collective judgment of the
organization
j. Advertisements shall not contain or feature testimonials/endorsements of
models/endorsers which contradict/dispute previous competitive endorsements or
make direct reference to previously endorsed competitive brands by the same
models/endorsers, within a period of fifteen (15) months from the last airing or

publicationofbroadcast/printadvertisementsofsaidcompetitivebrandscontaining
thecompetitiveendorsements.
k. No advertisingcanmake anyreference toadvicereceivedfromtheAdStandards
CouncilorimplyendorsementbytheAdStandardsCouncil.

Section6.SCIENTIFICORTECHNICALCLAIMS
a. All references to laboratory data, statistics and scientific terms used should be
presented fairly and in their correct context and should not be presented as to
createanimpressionotherthanthatoriginallyintendedbythesource.
b. Visualrepresentationoflaboratorysettingsmaybeemployed,provideditbearsa
directrelationshiptoandaccuratelyreflectsthebona fideresearchconductedfor
theadvertisedproductorservice.
c.

In case of references to tests by professionals or institutions (e.g., doctors,

engineers, research foundations), documented and authoritative evidenceshould
besubmittedtosubstantiatesuchtestsandtheclaimsbasedthereon.

ARTICLEVI
NONPRESCRIPTIONDRUGS,DEVICESANDTREATMENTS
ANDOTHERREGULATEDPRODUCTS&SERVICES

Section1.GENERALPROVISIONS
a. No pharmaceutical product may be advertised unless it has been duly registered
withtheBFAD.Onlynonprescriptiondrugsmaybeadvertisedinthemassmedia
prescription drugs can only be advertised through publications solely intended for
themedicalandalliedprofessions.
b. Whereapplicable,advertisementsofpharmaceuticalproductsmustcomplywiththe
requirementsof the GenericsActof 1988 (R.A.6675) andits Implementing Rules
and Regulations. Advertising & Promotions Guidelines of covered products is
attachedasAnnexBtoformpartoftheseStandards
c. Advertisements for nonprescription drugs, devices and treatments should not
describeordramatizedistress(e.g.,deathorseriousillness)inamorbidmanner.
d. Advertisementsofallnonprescriptiondrugsshouldprominentlycarrytheadvice,If
symptomspersist,consultyourphysician.
e. Advertisements of the benefits or use of nonprescription drugs, devices and
treatmentsshouldbebasedon,orbewithinthecontextofandconsistentwiththe
indicationsandlabelingofsaidproductsasapprovedbytheBFAD.

f. Advertisements should not depict consumers relying on, or otherwise encourage

relianceonmedicinesasasolutionforpsychic,emotionalormoodproblems.
g. Advertisements of products designed to calm, sedate or stimulate should refer to
the temporary symptomatic relief provided and should include a recommendation
thatlabeldirectionsbefollowed.
h. Advertisementsshould not offer false hopes in the form of a cure or relief for the
mentallyorphysicallyhandicappedeitheronatemporaryorpermanentbasis.

Section2.SPECIALTERMINOLOGY/CLAIMS
a. Inadvertisingmedicalproducts,claimsthataproductwilleffectacureandtheuse
ofsuchwordsassafe,withoutrisk,harmless,instant,effectiveortermsof
similar importshallnotbepermitted,unlessbased on orwithin thecontextofand
consistent with the indications and labeling of said products as approved by the
BFAD.
b. As a general rule, the use of safe, without risk, harmless or words of similar
importshallnotbeusedforallproductsthathavecontraindicationsorwarningson
use. The advertiser has the burden of proving the appropriateness of using the
termsafethroughaBFADapprovaltousetheclaim.
c. Advertisementsshouldnotcontainclaims thata productor treatmentwillpromote
sexual virility, or be effective in treating sexual weakness, conditions associated
withsexualexcessoroverindulgence,oranyailment,illnessordiseaseassociated
withthesehabits.
d. Nonprescription drugs devices treatments may not be directly or indirectly
advertisedastheanswertoconditionsofprematureagingorlossofvirility,unless
officiallysoallowedinwritingbytheBFAD.
e. Advertisements should not offer any product or treatment for slimming/ weight
reductionorfigurecontrolifindependentmedicalopinionconsidersthattheuseof
theproductortreatmentcanbeharmful.
f. The word tonic when used in advertisements shall state clearly the specific
purpose for which the tonic is to be used or taken and shall not claim nor imply
treatmentorresultsrelatedtosexualpotency,inadequacyortheagingprocess.

Section3.MEDICALPRACTITIONERS
a. Advertisements of nonprescription drugs, devices, treatments and medical
equipmentwithendorsementsbyamedicalpractitionershallbesubjecttotheCode
of Ethics and applicable laws and rules of his profession. In any event, where
allowed, such advertisements or endorsements may state only the professionals
name, address, office hours and licensed area of practice or specialization.
Specialization shall meantheparticular fieldof practice for whichtheprofessional
hastheappropriateeducation,trainingandexpertise.

b. When endorsements, direct or implied, of nonprescription drugs, devices,

treatments and medical equipment by a medical practitioner is prohibited by the
Code of Ethics and applicable laws, rules and regulations of this profession,
endorsementsbyactorsportrayingthemedicalpractitionershallnotbeallowed.
c. Advertisements for the services of a medical practitioner shall be subject to the
CodeofEthicsandapplicablelawsandrulesofhisprofession.Theadvertisement
may not mention any specific ailments. Unlicensed medical practitioners shall not
beallowedtoadvertisetheirservices.
d. No clinic or hospital shall be used or portrayed in advertisements without the
knowledgeofandthewrittenpermissionfromitsproperauthority/ies.

Section4. VITAMINS,FOODSUPPLEMENTS&MINERALS
a. Advertisements should not stateor imply that vitamins, food supplements, and/or
mineralsand/orsimilarproductsalonecanensureorpromotegoodhealth.Neither
should advertisements state or imply that good health is likely to be endangered
solelybecausepeopledonotsupplementtheirdietwithvitaminsand/ormineralor
similarproduct.
b. Advertisements of vitamins, food supplements and/or minerals and/or similar
products should prominently carry the device NO APPROVED THERAPEUTIC
CLAMS. No Approved Therapeutic Claim in all television advertisements
should be shown/flashed in a separate frame with no other copy or visual at the
endofamaterial.
c. Advertisements of vitamins, food supplements and/or minerals and/or similar
productsshouldnotbepresented insucha mannerthat negatesthemessageof
NoApprovedTherapeuticClaims.
d. The use of testimonials or endorsements portraying the product as a cure of, or
relief from, an ailment or medical condition that is not substantiated by clinically
basedstudiesshallnotbeallowed.

Section5.PROMOTIONS
a. Advertisements for propriety drugs, devices and treatment offering prizes,
promotions,competitionsandadditionalrewardsorbenefitsotherthanthosewhich
can be reasonably expected from the products use, or otherwise involving any
promotionmusthavetheexpresswrittenapprovaloftheBFAD.
b. Aproprietydrug,deviceormedicinemaynotbeusedasapromotionalitemforany
productorserviceswithouttheexpresswrittenapprovaloftheBFAD.

Section6.ALCOHOLICBEVERAGES
a.

Advertisements must not imply that alcohol beverage consumption is a

requirementforsocialacceptanceand/orsexualattractiveness.

b.

Advertising for alcoholic beverages should not present abstinence in a negative

lightorimplythatitiswrongorfoolishtorefuseadrink.

c.

Advertisementsforalcoholicbeveragesshouldnotdepicttheactofdrinkingsuch
astheliquidenteringthemouthand/orbeingswallowed

d.

Advertisementsshouldnotpromoteexcessiveand/orheavydrinking.

e.

Advertisementsshouldnotpromoteexcessivedrinkingnorshoulditimplythatthe
behaviorofheavyorrapiddrinkingorbingedrinkingisattractiveorappropriate.

f.

Advertisementsshouldnotclaim thatdrinking brings abouttherapeutic,sedative,

tranquilizing or stimulating effects or that drinking enhances sexual prowess or
appeal.

g.

Advertisingmustnotpromotealcoholasamedicine.Advertisingandpromotional
materials must not imply that alcoholhas the ability to prevent, treat orcure any
humandisease. Nor should they create the impression that alcohol consumption
enhances mental ability or physical performance, e.g. when engaging in sports.
Advertisingmustnotpromotealcoholicbrandsasenergydrinks.

h.

Advertisementsshallnotbe positioned as ahealth drink and/or as a therapeutic

drinksuchas:
1) Thatitaidsinmaintainingorreducingweight
2) Beingpartofanexerciseorfitnessregime
3) Allowing irresponsible or excessive consumption because of their low (er)
calorieorcarbohydratecontent

i.

Advertisements should not in any manner represent or imply that drinking and
drivingaresafecompatibleactivities.

j.

Advertising andpromotionalmaterials will not depict activities or locations where

drinkingalcoholbeverageswouldbeunsafeorunwise.Inparticular,nomarketing
communicationshouldimplythattheconsumptionofalcoholisacceptablebefore
or while operating machinery, driving a vehicle or undertaking any other
occupationthatrequiresconcentrationinordertobecarriedoutsafely.

k.

Advertisements for alcoholic beverages shall not be aimed at or directed to

minorsasthetargetaudience.

l.

Peopleshowninadvertisementsofalcoholicbeveragesmustbe21yearsoldand
mustlookadult.

m. Datagatheredrelatedtoalcoholicbeveragesfromrespondentsbelow18yearsof
ageshallnotbeacceptedassupporttoclaims.

n.

Alcoholic beverage advertisements should prominently carry the device DRINK

MODERATELY. Drink moderately in all television advertisements should be
shown/flashed in a separate frame with no other copy or visual at the end of a
material.

o.

All brand web sites and other promotional activities on the internet must ask for
confirmationthatthosewhousethesiteareoftheappropriatelegalpurchaseage
for alcohol beverages as prescribed by the law. In addition, all brand web sites
must contain a social responsibility statement and links to those social aspects
organizationse.g.ThePortmanGroupandTheCenturyCouncil

Section7.CIGARETTESANDTOBACCOPRODUCTS
No direct or indirect advertising or marketing of cigarettes or tobacco products is
allowed. Advertising materials shall only be at the Point of Sale/Purchase and in
accordancewithlaw.

Section8.GAMBLING&GAMESOFCHANCE
Theadvertisementofgamblingandothergamesofchanceisnotallowed,exceptthose
forms authorized by law, and in such case shall only be in the form of corporate
advertising.

ARTICLEVII
SPECIALPRODUCTS&SERVICES

Section1.BANKING&FINANCIALSERVICES
a. Advertisements for financial services such as lending, investing andother similar
transactions should comply with applicable rules, regulations and circulars of the
BangkoSentralngPilipinas,theSecuritiesandExchangeCommission,andother
appropriategovernmentagencies.
b. Such advertisements should contain a sufficiently clear, concise and complete
statement ofall the material termsandconditionsoftheoffered financialproduct,
transaction or service so that the consumer is fairly apprised of the total
considerationforandtheessentialnatureoftheproduct,transactionorservice.
c. Where other specific details thatcould influencetheconsumers decision arenot
stated,theadvertisementshouldsoindicatethisandthemannerinwhichcomplete
information may be obtained. For this purpose, the advertisement may use a
statement such as Forotherimportantdetailsand information,pleasecontactor
see_________.

Section2.EDUCATIONAL/TRAININGINSTITUTIONS
Advertisements for educational, development or training institutions or enterprises
should not exaggerate or mislead regarding the opportunities supposedly awaiting
thosewhoenrollinorcompletetheircourses.
Section3.ARTICLESTHATREQUIREASSEMBLING
Allproducts,whichrequireassembling,shouldstatethisclearlyandprominentlyintheir
advertisements.
Section4.ADVERTISINGFORCHARITABLECAUSES
Advertisements involving charitable causes as beneficiaries should indicate the
particularbeneficiary.
Section5.CORPORATEADVERTISING
Corporate advertising must be fair, truthful and accurate it should not contain any
exaggerations or sweeping generalizations that may mislead the public regarding the
advertiser or the attributes of its products or services. Where the advertisements
contain specific claims regarding thecompany or its product orservices,suchclaims
mustbeverifiableandsubjecttosubstantiationinthesamemannerasregularproduct
orserviceadvertisements.

Section6.INFANTFORMULA
Advertisements of Infant Formula must comply with the Milk Code of the Philippines
anditsImplementingRulesandRegulations.
Section7.COSMETICS
Advertisements for cosmetic products must conform with the requirements of
registration with the BFAD and the relevant provisions of the ASEAN Harmonization
SchemeonCosmetics.
Section8.AGROCHEMICALANDVETERINARYPRODUCTS
In addition to the requirements of this Code, the advertising of agrochemical and
veterinaryproducts,particularlyfertilizersandpesticides,shalllikewisetogovernedby
and should comply with the specific advertising guidelines set out by the Food and
Agriculture Organization (FAO) Code of Ethics as well as all rules and regulations
issuedbyappropriategovernmentalagencies.

ARTICLEVIII
PRICEADVERTISING

Section1.GENERALPROVISIONS
a. All price comparisons should conform to Rule IV (Price Advertising), Chapter VI,
TitleIIIoftheDepartmentofTradeandIndustrysD.A.O.No.2,s.1993.
b. Advertisements should not contain misleading, exaggerated or fictitious price
comparisons, discounts or other claimed savings. All indicated prices and other
economic terms should be complete and accurate and should not mislead the
publicbydistortion,omissionorundueemphasis.

Section2.DISCOUNTORSPECIALPRICE
a. Advertisements relating to a discount price shall not be allowed unless the
discounted price is compared to the previous price and the discount price is
maintainedthroughoutthepromotionalperiodadvertised.
b. PromotionsfordiscountsandspecialsalesmustcomplywithDepartmentofTrade
and Industry (DTI) rules and regulations and the terms and conditions of the
promotionapprovedbytheDTI.
c. Wherespecialprices,promotions,discount,salesandthelikeareapplicableonlyin
specific geographical areas, stores or outlets, such information or qualification
shouldbecontainedandclearlypresentedintheadvertisingmaterial
d. Advertisements for special sales should conform with applicable government
regulations.Inanycase,suchadvertisementsshouldcontainnofalseormisleading
price or savings claims and should specify which store, branch, department and
linesofgoodsarecoveredbythesale.

Section3.INSTALLMENTS,LEASEPURCHASEETC.
a. Offers for sale on installments, leasepurchase arrangements, or other similar
pricing mechanism mustbeclearly presented and must show thecomplete terms
andconditionsoftheoffer.Thetotalconsiderationthatistobepaidbythepublic,
includinganychargesorextrafees,ifany.
b. Advertisementsforinstallmentsales,leasepurchaseandothersimilartransactions
(includingthosewheretheconsiderationfortheproductorserviceistobepaidover
a period of time) which makes any reference to prices or terms should likewise
provide all pertinent information on terms of payment, additional charges, if any,
and all other economic of financial features of the transactionso as to reflect the
totalcost/considerationforthegoodsorservicesbeingadvertised

ARTICLEIX
MISCELLANEOUS

Section1.CONTESTS&PROMOTIONS
a. Advertisementsofcontestsorcompetitionsmust conform totheregulations ofthe
appropriategovernmentagency.
b. Advertisements in the form of, or with contests and promotions offering prizes,
additional rewards or benefitsfor the purchase of a product or service musthave
priorwrittenapprovaloftheDTI.

Section2.TERMS&CONDITIONSOFCONTESTSORPROMOTIONS
a. The word win and/or words of similar meaning may not be used without
qualificationorasacategoricalclaimtoimplyacertaintyofwinningunlessjustified
bythemechanicsofthepromotion.
b. Specificprices,whichcanbewon by a singleindividual,mustbemadeclear and
thetotalvalueofthepricesmaybeusedonlyifplainlydescribedastheaggregate
valueofseveralprizes.
c. Advertisementsofraffles,contests,orcompetitions,whichofferprizesshouldstate
allthematerialconditionsforparticipation.However,ifnodetailsorconditionsare
announced,theadvertisementshouldalsostatehowandwherethepurchasermay
obtainfulldetailsoftherules,e.g.,Seepostersandprintadsfordetails.
d. Thewordfreeorwordsofsimilarmeaningmaybeusedinpromotionaladvertising
onlyunderthefollowingconditions:
d.1.Thenormalorregularpriceoftheproductorservicebeingpurchasedhasnot
beenincreased.
d.2.Thefreeitemisnotintegralornecessarypartofacompleteunitthatisbeing
sold.
d.3. The free item provides a value to the consumer in addition to the original
productorservice,e.g.accessories,premiums,extraproduct,extraweightorextra
volume.

Section3.GUARANTEES&WARRANTIES
Advertisements with guarantees or warranties should clearly and conspicuously
disclosethenature,value,extent,anddurationofaguaranteeorwarranty.

DEFINITIONOFTERMS
(TOFOLLOW)

ANNEXA
TECHNICALSPECIFICATIONS
OFQUALIFIERSINREFERENCETOCLAIMS
ANDDEVICES

Advertising materials requiring the presence of qualifiers in reference to claims or devices,

suchshouldcomplywiththefollowing:
a. Textmustbeinlowercasewithuppercaseusedonlywherenormalforpunctuation
and in words or abbreviations commonly capitalized. Ornate, heavily serifed, italic
typefacesandthelikeshouldbeavoided.
b. Wherethebackgroundtothetextmaybedistracting(e.g.whenitismovingorcuts
fromoneviewtoanother)itwillnormallybenecessarytoplacethetextonanopaque
singlecoloredblock.
c. Sizeoftextshouldbeprominentlyandclearlyreadable
d. DURATIONOFHOLD
1) Short (9 words or less) captions: 0.2 seconds per word plus 2 seconds
durationtime.
Numberofwords/Durationinseconds,inclusiveofrecognitiontime.

NumberofWords
1
2
3
4
5
6
7
8
9

DurationofHold
(InSeconds)
2.2.
2.4
2.6
2.8
3.0
3.2
3.4
3.6
3.8

2) Long (10 words or more) captions: 0.2 seconds per word plus 3 seconds
recognitiontime.

e. TEXT/BACKGROUNDLEGIBILITYEFFECTS

1) Certaincolorcombinationshavebeenfoundtomaketextdifficulttoreadand
soshouldbeavoided.
Character(text)Color
White
Yellow
Cyan
Green
Magenta
Blue

Background
Yellow
White,cyan
Green,yellow
Cyan,blue
Red
Black

2) Otheracceptablecombinations:
TextColor
White
Yellow
Cyan
Green
Magenta
Blue

Background
Magenta,red,green,blue,black
Blue
Blue
Yellow,white
White,yellow,cyan(green)
White

f. PRINTEDMATERIALS(Printpublication,merchandisingmaterials,collaterals)
1) The acceptable type size for a qualifier should be no less than 10 point
type.Suchqualifiershouldbeprominentlyreadable.
2) Under no circumstances should asterisk symbols pairedwith footnotes be
allowedtoserveasqualifiers.
g. OUTDOORMATERIALS:
1) The acceptable size for a qualifier should be no less than 14 inches if
displayed in Metro Manila and 20 inches if the face is to be displayed
outsideofMetroManila.RecommendedfontisHelveticaboldandthecolor
mustbecontrastingtothebackgroundcolor.
2) Under no circumstances should asterisk symbols pairedwith footnotes be
allowedtoserveasqualifiers.

ANNEXB
ADVERTISING&PROMOTIONSGUIDELINES
TOIMPLEMENTTHEGENERICSACTOF1988(R.A.6675)

1. When a print advertisement shows the product with its label, the provision on
productlabelingshallapply.
2. Whenaprintadvertisementusesthebrandnameinitsheadline,thegenericname
shallbeplacedimmediatelybeforeorafterthebrandname,renderedinthesame
type size as the brand name and shall be enclosed in an outlined box, the
backgroundcolorofwhichisthesameasthebackgroundcoloroutsidethebox.
3. When the brandname ismentionedin the body copy,thegeneric nameshall be
placed immediately before orafterthefirst mention ofthebrand name, but using
thesametypesizeasthatofthebrandnameandshallbeenclosedinparenthesis
4. AdvertisementsonTelevision,Cinema,ElectronicBillboards
a. Television, Cinema and electronic billboard advertisements 30 seconds or
more
1) If the label on the product shot is not reasonably readable, the
generic name shall be prominently shown with the first product
shot.
2) AllTV,Cinema,electronicbillboardadvertisementsshallendwith
the following audio: (GENERIC NAME) is the generic name for
(BRANDNAME),providedthat theaudio isvoiced together with
theproductshotprominentlyshowingthegenericname.
3) Otherwise, the text of the wholestatementshall be shown for at
least2secondswithouttheaudio.
b. Television,Cinema,Electronicbillboardadvertisements15secondsorless
1) The generic name should be mentioned or shown at least once
withinthecommercial.

c. Advertisements featuring two or more products shall mention or show at

leastoncethegenericnameofeachbrandedproductfeatured.
5. RadioAdvertisements
a. Radioadvertisements30secondsormore
1) All radio advertisements should end with the following line:

(GENERICNAME)isthegenericnamefor(BRANDNAME).

b. Radioadvertisements15secondsorless
1) The generic name shall be mentioned at least once within the
commercial.
6. Innocaseshallthevoicelevelofthegenericnamebelowerthanthebrandname
inallTV,CinemaandRadioadvertisements.

ANNEXC
ASEANCOSMETICCLAIMSGUIDE

ANNEXC1
ASEANCOSMETICDOCUMENT

ANNEXD
MILKCODEOFTHEPHILIPPINES

ANNEXD1
REVISEDIMPLEMENTINGRULES&REGULATIONS
OFTHEMILKCODEOFTHEPHILIPPINES