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Internet & MobileMarketing AssociationOf the Philippines
Code of Ethics
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Guidelines for the Code of Standards and Ethics forInternet and Mobile Marketing Association of the Philippines (IMMAP)Objectives
1.
To promote truthful and informative advertising for the benefit of consumersand the public in general.2.
To provide and maintain high standards for all online and mobileadvertisement.3.
To upgrade the practice of online and mobile advertising in order to developpublic confidence in advertised products and services and in the credibility of online and mobile advertising as an economic activity.4.
To strengthen the effectiveness of the industry’s self-regulation.5.
To enhance professional relationship and to promote greater cooperationamong the various sectors of the industry.6.
To develop industry awareness and commitment to its social responsibilities,including the promotion of values.7.
To enhance the industry’s contribution to economic progress and in nation-building.
Definition of Terms:
1.
Short Messaging Service (SMS): A service for sending messages to mobilephones that use Global System for Mobile Communications in text format.2.
Multimedia Messaging Service (MMS): Allows users to send and receivemessages containing images, videos, audio and text.3.
Broadcast Messaging Service: Allows one to send the same SMS/MMSmessages to a large number of mobile phones.4.
Commercial advertisements: Advertisements for the purpose of solicitingbusiness regardless of revenue generated.5.
Promotional advertisements: Advertisements designed to increase visibilityor sale of a merchandise or product.6.
Opt-in: The subscriber has requested to be included on the specific list toreceive direct marketing through electronic media such as SMS, MMS, e-mail,or website advertisements.7.
Opt-out: Unsubscribing from future unsolicited commercial and promotionaladvertisements, surveys and other Broadcast/ Push messages.8.
Push Messages: Information transmitted to the mobile phone, eithersubscribed or unsolicited messages without a user request and are initiated bythe server of the content provider.9.
Spam Messages: Unsolicited and unwanted commercial and promotional
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advertisements and surveys.
Code of Ethics for an Online and Mobile Advertisement MaterialA. Misleading Advertisements
1.
The Consumer Act of the Philippines (R.A. No. 7394) and its implementingrules, Department
Administrative Order No. 2, Series of 1993, regulate,among others, advertising and sales promotions of consumer products. TheConsumer Act prohibits
false, deceptive, or misleading advertisements
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Comparative advertising
is also regulated in the Philippines.2.
The IMMAP’s standards prohibits "unfair or deceptive acts or practices" on allInternet advertising, marketing, and sales. A representation, omission, orpractice is
deceptive
if it is likely to:
•
mislead consumers (relevant information is left out or if the claimimplies something untrue such as, a lease advertisement for anautomobile that promotes "$0 Down" may be misleading if significantand undisclosed charges are due at lease signing) and
•
affect consumers' behavior or decisions about the product or service.An act or practice is
unfair
if it causes, or is likely to cause danger in one’shealth, safety, or performance.3.
Claims of product and service properties or characteristics should be clearlypresented and should not, in the guise of creativity, be confusingly ormisleadingly distorted or exaggerated in the light of the product’s or service’smarket.
4.
Advertisements should not substantially or materially have the samedistinguishing features unique to other advertisements, regardless of productor service category, including general layout, copy, slogan, visualpresentation, music, or sound effects
.
5.
An advertisement should avoid any possible confusion as to the identity of theadvertiser or the source or identity of a product or service.6.
Advertisements incorporating a test or demonstration of a product or serviceproperty or characteristics must clearly, fairly, factually and accuratelypresent the test or demonstration confirming the claimed product or serviceproperty or characteristic. Any test or demonstration may be used only if itdirectly proves the claimed product or service property or characteristics.7.
Price and purchase terms, when used, should be clear and complete. Whenparts or accessories that the consumer might reasonably suppose to be partof the original sale are available only at an extra cost or for furtherconsideration, such should be clearly indicated.
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Internet and Mobile Marketing Association of the Philippines Code of Ethics
This is the "Guidelines for the Code of Standards and Ethics for Internet and Mobile Marketing Association of the Philippines (IMMAP)" that was released to the general membership last June 6, 2007.
Currently being reviewed and expected to be updated. Inputs are more than welcome.
Currently being reviewed and expected to be updated. Inputs are more than welcome.
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