In the Philippines, advertising is guided by several regulatory frameworks aimed at ensuring truthful and responsible marketing. Here are the key legal considerations:
General Framework: Philippine advertising laws are centered on consumer protection, mandating honesty, decency, and the prohibition of misleading ads. Advertisements should not make false claims about products or services, particularly in terms of quality, usage, and benefits .
Regulatory Bodies: The oversight of advertising content is primarily managed by the Advertising Standards Council (ASC), which requires all ads to receive clearance before airing. Additionally, sector-specific agencies oversee particular types of advertisements, such as the Food and Drug Administration for food and health-related products.
Prohibited Content: Certain content is explicitly banned in advertisements. For instance, promoting prescription drugs directly to consumers is prohibited. Additionally, the advertising of products such as alcohol and tobacco is highly regulated, often requiring warnings about health risks and restrictions on the times they can be advertised .
Digital Advertising: With the rise of digital media, the laws have expanded to include online advertisements, which must also adhere to the principles of fair advertising practice. This includes the responsibility to ensure that digital ads are not misleading and are appropriate for the audience that might view them .
Special Regulations: There are also specific rules for advertising directed at children, aiming to protect young audiences from misleading or inappropriate content that could influence their behavior negatively.
Adherence to these regulations is crucial to avoid legal repercussions and to foster trust with consumers.
