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ADVERTISING – it is a collective term for public announcements designed to promote the sale of specific commodities or services. Advertising is a form of mass selling, employed when the use of direct, person-to-person selling is impractical, impossible, or simply inefficient. It is to be distinguished from other activities intended to persuade the public, such as propaganda, publicity, and public relations. ADVERTISING OBJECTIVES o Modify Behavior o Inform o Remind o Persuade ADVERTISING HISTORY o In 1827, Joseph Nicephore Niecce produced a metal plate coated with light-sensitivve asphaltum and thus invented photography o In 1903, the newspaper Le Matin printed the first stone block from a photograph o Advertising in the Philippines Advertising was pronounced after the World War II La Solidaridad – the most famous newspaper during the pre-revolutionary period Kalayaan – it was the first Filipino newspaper written in the vernacular Succesos Felices – 1673, it was the first publication to appear in the Philippines Tomas Pinpin – first Filipino printer, started a newsletter with his fancy initials Del Superior Gobierno – 1811, first newspaper under the Spanish government o Early Philippine Advertising Frank J. Herrier – was one of the first to pioneer in the Philippine advertising He began by organizing the publicity departments of the Pacific Commercial Company Then , he joined to the Roces publications as advertising manager of La Vanguardia and Taliba Manuel D. Buenaventura – he was the first Filipino account man 1930’s – time where advertising agencies started to organize themselves into service departments D.L. Brodt – person who established an advertising agency on behalf of J. Walter Thompson Co., of New York J. Walter Thompson – first to gather or began organizing standards of advertising Manila Daily Bulletin and Roces Publications – they were the first publications to recognize advertising agencies by paying them commissions KZPI and KZOK – they were the first radio stations to pay commission to agencies Commission fess were established at the standard rate of 15% THE PHILIPPINE ADVERTISING AGENCY o 1947, it was established by Francisco Velasco o He was also became an assistant for administration and accounting of the Old Philippine Agency Service Co. which is founded by Herrier o This company has been absorbed into the worldwide J. Walter Thompson Company Major Types of Advertising o Product Advertising – it is used to create primary demand o Institutional Advertising – it is designed to enhance the image of the company Advertising Classification According to Functions 1. National Advertising – It is any advertising done by a manufacturer of a consumer product to convince consumers that they will benefit form the purchase of the product. It centers the message “Buy our Brand” 2. Retail Advertising – it centers it message on “Buy X product at our store” the product is more important than the brand 3. Cooperative Advertising – it is beneficial to both the manufacturer and the retailer 4. Trade Advertising – manufacturers use trade advertising to persuade retailers 5. Industrial Advertising – personal selling is more important on this advertising 6. Professional Advertising – professionals such as doctors, dentists, lawyers and architects are restricted by ethical standards form advertising their desired products to secure clients a. It is also similar to trade advertising Reasons why study marketing o Social Importance o International significance o Practical value o Career applications
SALAZAR, MA. JHOSEL MACQUEL S. MC32
19th and 20th Century Advertising In the 19th century new technologies were developed and brand-new methods invented. As a result a surplus of production was formed. Warehouses of many factories were overflowing. In this way it was necessary to create useful advertisements, which would cover all large spaces, utilizing a large variety of mass media sources. The first advertising agent who created such a network was Volney Palmer. In 1841 he proclaimed himself as an advertising agent in Philadelphia and then created similar offices in Boston and New York. About 20% of the commission for media brokers was paid to the publishers. Texts of ads were offered by the head of the company or its representative. People who wanted to put their ads in the newspaper paid him a commission. Such activities became very popular during the second part of 19th century in all European countries. Significant advances in advertising development were made by American brokers. In the early 1850‘s, John Wanamaker caused a revolution in the retail trade. He created a price lists for a variety of goods and returned the money if the commodity was not of the promised quality. As a result, he gained a lot of profit by using this strategy and he then opened a network of consumer goods shops. The reason of such great success was professional advertising. 5. Jules D. Hugeinin Vuillemin Watches Harper's Weekly, September 26, 1868 In 1880 businessmen employed the best creator of advertising texts – D. E. Powers. Powers started to develop advertisements using brand-new information. This strategy had become very popular in American trade circles and by the 20th century advertising had become a form of science. ―In the 1880s a new era of advertising began: New methods of manufacturing led to greatly increased output and decreased the costs for the producers of consumer goods. The products now could be packaged at the plant. Moreover the telegraph network was in place and the continent has been crisscrossed by a network of railroads….‖ All these were assumptions that now allowed nation-wide distribution and nation-wide advertising. This state supported the growth of advertising agencies and dictated their activities. The most widely advertised consumer products at this time had been patent medicines. Rosemary, Hair Dressing Harper's Weekly, March 26, 1859, In 1893 more than half of over a hundred firms spending more than fifty thousand dollars annually on advertising were patent medicine manufacturers. But only 20 years later, most of these firms were no patent medicine manufacturers anymore but manufacturers of food, soap, cosmetics and automobiles. These firms began to market their packaged goods under brand names. Some of the first brands were firms like Ivory, Colgate, Wrigley and Coca Cola. Colgate & Co. Toilet Soaps Harper's Weekly, July 25, 1868
Many of the magazines that began to publish advertisements as the separate charter in the 19th century have continued doing it nowadays. Moreover advertisements sometimes were immoral and absurd. earned about $ 185. Although newspapers were a prerogative of well-off class of community but the situation began to change in the early 1860‘s when people got the opportunity of receiving publications by post. Stanley Resor (J. 1864 The situation radically changed in the 20th century. Quaker Oats. Hopkins (employed by Lord & Thomas.Previously such everyday household products like milk. April 20. designers. Such editions are Cosmopolitan. .A. Ladies‘ Home Journal.S. the heyday of legal regulations in advertising. librarians. soap. All of them were the heads of advertising agencies. 4. a process that the U. researchers. sugar. RCA. 1872 During 19th century the majority of advertisements were published in the newspapers and advertising leaflets. Walter Thomas) Raymond Rubicam (Young and Rubicam) Leo Burnett (Founder of Chicago School of Advertising) Claude C. We can say that these people created a contemporary advertising process: Albert Lasker (Lord & Thomas). As the result of such inhuman actions people stopped trusting advertisements and began to consider advertising as something negative. For example in the countryside of one American city advertisement was placed in the monument of a non-existent person and it stated: ―This person killed himself with the handgun with Colt system‖. including advertising and marketing specialists. February 13. copy writers. accountants. Dunham Pianos Testimonials from several musicians Harper's Weekly. economists. First magazine advertisements appeared in The Southern Messenger. bookkeepers. December 31. was very influential in.000 a year) Bill Bernbach (Doyle Dane Bernbach) David Ogilvy (Ogilvy & Mather) Advertising agencies today are highly specialized companies which employ a large number of people in a variety of business and creative skills. John B. We have to mention that the most successful American advertisers were those who domesticated meaning and advertising methods. product testers. 1869 Despite of the popular brands of newspapers the majority of information in the advertisements was unreliable and apocryphal. artists. media analysts. rice and candles had been sold in neighborhood shops from bulk packages. His firm created advertisements for many large companies such as General Electric. and Lucky Strike. Readers Digest and some others. psychologists. and mathematicians. Phelan's Billiard Tables Harper's Weekly. Then ―publishers‖ enumerated the value of this handgun. For a few years the editor of this magazine was Edgar Po. Victor: The Only Perfect Lawn-Mower in the World Harper's Weekly.
With the advent of the Ad. local bylaws. Of course. MTV ushered in a new type of advertising: the consumer tunes in for the advertising message. Stencil Inscriptions: First used by Babylonians wherein they used Heliographs and it was written at their temples. William Caxton: He is thought to be the first English person to work as a printer and the first to introduce a printing press into England 1990‘S advertising The early 1990s saw the introduction of Cable television and particularly. Entire corporations operated solely on advertising revenue. have created a new breed of savvy consumers. The first radio-advertisement was broadcast in 1922 in New York on the WEAF radio station. town criers were the most important way of spreading news with the people of a town.com. Marketers use Internet surfing habits to establish the interests and buying habits of individuals. Town criers: Considered the first form of advertisement In Medieval England. They always keep up to 15% of the cost as a commission. depending on the economical growth and development of a country but also enhancing exactly this. created more targeted groups of viewers with more narrowly defined interests. Advertisers also had to adapt to the concept that consumers have greater control of the information . such as QVC. Pioneering the concept of the Music video. Hieroglyphs were a formal writing system used by the ancient Egyptians that combined logographic and alphabetic elements. The Internet narrows the aim further. Papyrus: Used as the standard media for posters and notices The painting of walls or stones actually originated in 4000 BCE with the Indians and their rock-art paintings. newspapers or magazines. making advertising more efficient. Today advertisers spend millions of dollars for their campaigns. They could also affect emotions through television. With its drama and immediacy. Home and Garden channel viewers get advertisements for paint and other building products while Travel Channel viewers see ads for airlines and vacation spots. Kathlyn S. not reaching households but targeting individuals. offering everything from Coupon to free Internet access. The economic realities of the 1990s. Specialty channel emerged. combined with changing demographics and lifestyles. ADVERTISING Leonor. Royal proclamations. They offer their customers whole packages of approaches for a specific population group. Home Shopping. and advertising became more focused as well. marketing through the Internet opened new frontiers for advertisers and contributed to the ―Dot com‖ boom of the 1990s. Johannes Gutenburg: Invented the moveable printing pree His invention of mechanical movable type printing started the Printing Revolution and is widely regarded as the most important event of the modern period. Thus in the 1920s advertisers and their agents had come to realize radio's possibilities. As cable and Satellite television became increasingly prevalent. In 1980‘s this index was $ 100 billion! Now advertisers could demonstrate the use of their products and present well-known figures to praise it. Broadcasting became narrowcasting. The agencies make money in different ways. 2010). This is a great example of the evolution of advertising media across completely different cultures (Reference. because of the proliferation of specialized programming. In the 1950‘s common income from the advertising industry rose to $ 10 billion a year. which has become a standard in the advertising industry and covers a huge part of the agency‘s income. radio. and Shop TV Canada. radio could convey their message directly to the consumer who would not need to purchase a publication or even need to be literate. advertisements and even selling loaves of sugar were all proclaimed by a bellman or town crier for centuries. rather than it being a By-product or afterthought. In the 1950s television was introduced and quickly developed into THE advertising-media. Many could not read newspapers. although they don't always know how effective their advertising dollars really are. including channels entirely devoted to advertising. market days. the range of offers of an agency is much bigger than simply providing space or time for ads on TV. buying time for an ad on radio or television for a customer or space for an ad in a newspaper of magazine.This business sector makes billions of dollars each year. Ads on cable.
This type of advertising is unpredictable and innovative. brand placement in film and television.see related article or Hostival Connect Wait marketing — when and where consumers are waiting (such as medical offices and gas pumps) and receptive to communications Guerrilla marketing was initially used by small and medium size (SMEs) businesses. guerrilla marketing campaigns are unexpected and unconventional. Guerrilla advertising is becoming increasingly more popular with a lot of companies. INTRODUCTION The Philippines has over 30 years of self-regulation. and it must provide a product that delivers the promised benefits. a company must establish a relationship with the customer. energy and imagination rather than a big Marketing Budget. This has led to a plethora of similar efforts and an increasing trend of Interactive advertising. 4 A‘s (representing the Advertising Agencies). non-profit organization which aims to promote truth in advertising through self-regulation of advertising content. and broadband technologies has further fragmented the media. wireless. In The Guerrilla Marketing Handbook. to convey or promote a product or an idea. a number of websites including the Web search engine Google." The term Guerrilla Marketing is now often used more loosely as a descriptor for non-traditional media. The ASC currently handles the screening of all forms of advertising and settles all disputes with regards advertising content. Yet ultimately. often in a localized fashion or large network of individual cells. The objective of guerrilla marketing is to create a unique. he states: "In order to sell a product or a service. an updated version of the AdBoard Code of Ethics was first released in March 17. 2008. unobtrusive ads intended to help. Guerrilla marketing is an Advertising strategy in which low-cost unconventional means (Graffiti. and sponsorships. It must understand the customer's needs. which involves unusual approaches such as staged encounters in public places.e.they receive about products and brands—and consumers give information back to the firms. and the growth of interactive. The concept of guerrilla marketing was invented as an unconventional system of Promotion that relies on time. Shortly after the ASC took over the advertising s elf-regulation functions of the st . Typically. The AdBoard Advertising Content & Regulations Committee (ACRC) had been the main implementing arm of advertising self-regulation in the Philippines until March 2008 when the Ad Standards Council (ASC) took over this function. through e-mail and tracking of Internet surfing. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. the guerrilla marketer must "deliver the goods". 21 century Advertising At the turn of the 21st century. started a change in Online advertising by emphasizing contextually relevant. giveaways of products such as cars that are covered with brand messages. PANA (representing the Advertisers). which causes consumers to buy the product or idea. potentially Interactive. which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment. The proliferation of cable television. A growing investment in advertising has resulted in so much clutter that promotion options. such as: Reverse Graffiti — clean pavement adverts Viral marketing — through social networks Presence marketing — marketing for being there Grassroots marketing — tapping into the collective efforts of brand enthusiasts Wild Posting Campaigns Alternative marketing Buzz marketing — word of mouth marketing Undercover marketing — subtle product placement Astroturfing — disguising company messaging as an authentic Grassroots movement Experiential marketing — interaction with product Tissue-pack marketing — hand-to-hand marketing Relationship marketing — real life product placement . users. The Ad Standards Council is a non-stock. flash mobs) are utilized.. are more attractive to advertisers. such as online communication. The ASC was established by the major stakeholders of the advertising industry i. It must build trust and support. The current Advertising Code of Ethics. but it is now increasingly adopted by large businesses. This reflects an increasing trend of interactive and "embedded" ads. such as via Product. according to Levinson. and KBP (representing Media). sticker bombing. The earliest Advertising Code of Ethics dates back to the Philippine Board of Advertising (PBA) established in 1974. for example. and consequently turn viral marketing. In 1989 the PBA was renamed AdBoard (Advertising Board of the Philippines) and was mandated by IRR of RA 7394 or Consumer Protection Act to ensure that all advertising materials conform to its Code of Ethics. point-of-purchase displays. The term guerrilla marketing is easily traced to Guerrilla warfare. direct marketing technology. and various innovations utilizing Social network service such as Facebook . and interactive advertising where the viewer can respond to become part of the advertising message. engaging and thought-provoking concept to generate Marketing buzz. A recent advertising innovation is " Guerrilla marketing". having consumers vote through Text messaging. and Consumers are targeted in unexpected places. rather than inundate.
Environmental Claims. Electronic media shall refer to any media providing electronic. changing their appearance and/or correcting body odours and/or protecting them or keeping them in good condition. ADVERTISING AGENCY or AGENCY shall mean a service organization or association. policy. 3.lips and external genital organs) or with the teeth and mucous membranes of the oral cavity with a view exclusively or mainly to cleaning them. creating. DEFINITION OF TERMS Whenever used in this Code or in the Manual of Procedures and unless the context indicates otherwise. the scope of advertising has expanded beyond the traditional 6forms. social. 8. On the other hand. Upholding the integrity and credibility of advertising makes it a more powerful tool to influence consumer purchase. 11. and promoting wrong values among other things. ALCOHOLIC BEVERAGE shall mean any product meant for human consumption which is defined or classified as an alcoholic beverage by the Food and Drugs Administration. 13. Truthful advertising also encourages fair play among competitors and the ASC has provided anefficient venue for efficient resolution of companies with advertising disputes. nails. hair system. INFANTS shall mean persons within the age bracket of 0-12 months. FDA shall mean Food and Drugs Administration formerly the Bureau of Food and Drugs. 4. a committee was formed to review the code and the result was a comprehensive document that reflected the needs of the advertising industry at that time. 7. ADVERTISER shall mean the person or entity on whose account or for whom the advertisement is prepared and disseminated. responsible advertising had been at the center of controversy when it comes to promoting unhealthy eating habits. ASC shall mean the Ad Standards Council.On its third year. 6. 16. Digital Marketing. 19.AdBoard. 10. CORPORATE or INSTITUTIONAL ADVERTISING shall mean advertising intended directly or indirectly to create a specific awareness of or positive regard for the corporate or institutional advertiser on the part of its consumers or the general public and may or may not relate to any of tis particular business activities or commercial undertakings. The ASC Code helps ensure that advertising is truthful and accurate. where the primary purpose is to inform or comment but not to advertise/promote. COMPARISON ADVERTISING shall mean advertisement in which there is a presentation of competing brand(s) whether direct or indirect and a comparison or product feature or services is made or implied. interactive communications. the ASC is further reviewing its code. New marketing disciplines such as digital marketing and environmental marketing are emerging in the scene and therefore need to be addressed in the code. GENERIC NAME OR GENERIC TERMINOLOGY is the identification of drugs and medicines by their scientifically and internationally recognize active ingredients or by their official generic name as determined by the Food and Drugs Administration of the Department of Health. statements on matters of public policy and the like. 20. CORPORATE REPORTS include corporate public affairs messages in press releases and other media statements. FOOD/DIETARY SUPPLEMENTS shall mean to those used for supplementing of fortifying the ordinary or usual diet with any vitamin. Over the last few years. and/or implementing advertising programs for and on behalf of advertisers in various forms of media. The Code Team included in their research local and global references such International Chamber of Commerce (ICC) for guidelines on Responsible Advertising for Children. This was triggered by the need to adopt the new developments in both the local and international advertising scene. which is established and operated for the purpose of counseling on. 5. EDITORIAL CONTENT includes news. mineral or other dietary property. regardless of whether such food also purports to be or is represented for general use. product or service. 2. BRAND NAME is the proprietary name given by the manufacturer to distinguish its product from those of competitors. COSMETIC PRODUCTS shall mean any substance or preparation intended to be placed in contact with the various external parts of the human body (epidermis. producing. 18. Any such particular use of a food is a special dietary use. annual reports. product or service with an identified competitor. And we can only do this through an advertising self-regulation process that is responsive to their needs. online services and electronic and communication networks including the telephone. the following terms shall have the following meanings: 1. such as the internet. 14. . ―Young Child‖ means a person from the age of more than twelve (12) months up to the age of three (3) years (36 months). GUARANTEE shall mean an express of implied assurance in respect of specific properties or characteristics of a product or service upon which the consumer may be expected to rely. 9. GAMING shall mean the playing of games of chance. 15. 12. CONSUMER/MARKET/PUBLIC shall mean the person or mass of persons who are the actual or intended recipients of an advertising message. or financial content.It is the ASC‘s mission to protect the consumers first and foremost. ADVERTISEMENT shall mean any form of communication produced directly by or on behalf of the advertiser intended primarily to promote or to influence consumer behavior. perfuming them. irresponsible drinking. 21. CHILDREN shall mean persons below eighteen years of age unless otherwise specified by the law or provision in this Code. 17. DIRECT COMPARISON ADVERTISING shall mean advertising which involves a comparison of the advertiser‘s company. and other countries‘ authorized regulating body.
MINORS shall mean persons below 18 years of age. b. However. PARITY CLAIMS shall mean claims that a product or service has properties or characteristics comparable or similar to those of a competitive product or service. mores. treatment. c. PRODUCT shall mean an item or commodity intended for commerce. electronic media and/or internet/web and brand activation. or prevention of disease or to affect the structure or any function of the body of man or animals. unless other indicated. dentist or veterinarian for the treatment of a condition of a diagnosed disease of man or animals. PHILIPPINE STANDARDS AND SYMBOLS a. 27. and the indecent exposure of the human body. The Philippine National Flag or any of its earlier versions and the Seal of the Republic. Profanity. characteristics. This includes products that are classified as Home Remedy (HR) by the FDA. Section 2. OFFER shall mean any presentation or solicitation for the sale or purchase of products. collaterals/merchandising materials. d. MEDIA shall mean any means of mass communications used to disseminate information or messages publicly. SELL shall mean to offer or exchange a product/service to. suggestive portrayals shall not be allowed. OBSCENITY & VULGARITY a. RESPECT FOR COUNTRY & THE LAW a. mitigation. price. b. when used in this Code. historical background and identity of the various Filipino communities and uphold traditional Filipino family and social values. or veterinarian. PRESCRIPTION OR ETHICAL DRUGS shall mean pharmaceutical products or drug preparations that are to be dispensed only upon written order of a duly-licensed physician. positive Filipino Family values. 30. or engagement in. it shall include services which shall mean the performance of. 23. b. efficacy. or reflects the heritage and/or traditions of the Filipino people. cinema. b. or presentations that are offensive to prevailing standards of decency or morals. MARKETER-OWNED WEBSITE and/or CORPORATE WEBSITE is a website owned. Advertisements must endeavor to promote the improvement of the quality of life of Filipinos. and through a theme that is patriotic or commemorative. Advertisements must respect religious beliefs. 28. PHARMACEUTICAL PRODUCTS shall mean any pharmaceutical or biological product primarily intended for use in the diagnosis. radio. c. national events. The representation of the Philippine Currency in advertisements shall be governed by the rules promulgated by the Bangko Sentral ng Pilipinas Circular No. 25. The use of the Philippine National Flag in any advertisement or infomercial is prohibited unless approved by the National Historical Commission of the Philippines. for the use of consumers for the prevention or symptomatic relief of minor or self-limiting ailments. Section 3. culture. including television (paid or free to air). Advertisements must not be injurious to the image and prestige of the Philippines and its people. 29. customs and traditions. PROFANITY. value or in such other similar features. PROMOTIONS shall mean the practice of giving temporary additional value to a product or service to achieve specific marketing objectives. national heroes and national shrines shall be presented accurately and respectfully and used to promote positive values. ARTICLE I GENERAL STANDARDS OF PRESENTATION Section 1. Advertisements should not undermine the public‘s regard for government. 1995). dentist. 24. by a marketer/advertiser. the situation being portrayed or the audiencebeing addressed. and be sensitive to the diverse religions. 31.22. FILIPINO CULTURE & TRADITIONS a. print (magazines. work or activity for a consideration. cure. NON-PRESCRIPTION OR OVER-THE-COUNTER DRUGS shall mean pharmaceutical products or drug preparations that can be dispensed even without the written order of a duly-licensed physician. or with members of. newspapers). it shall not include shipping containers not intended to reach the retail purchaser. or any of its parts. . out-of-home. 34. Advertisements shall not contain messages that deride or otherwise discredit the law and its enforcement. MATERIAL BENEFIT shall mean a measurable improvement in the utility of the product or service to the consumer in terms of quantity. in whole or in significant part. Some exposure of the human body may be allowed in advertisements when in good taste and relevant to the product or service being advertised. 32. 33. Acts generally considered as indecent or offensive are prohibited in any advertising material. Historical/national events. law and duly constituted authority. traditions. SEX. shall not be allowed. mobile. the public for a price and/or consideration. PACK/PACKAGING shall mean any container or wrapping in which any product is enclosed for its delivery or display to retail purchaser. Section 4. RESPECT FOR RELIGION. 26. obscenity and vulgarity. 61 s. will be used only in a positive and respectful manner.
Explicit depiction or description of sexual acts.HEALTH & SAFETY . Morbid and gory details are prohibited. pseudo-scientific beliefs and practices. and other acts of wrongdoing shall not present the behavior as good or attractive or beyond retribution. f. g.CLAIMS OF PRODUCT/SERVICE PROPERTIES OR CHARACTERISTICS a. palm reading. sexual perversions and nudity are prohibited in any advertising material. factually and accurately present the test or demonstration confirming the claimed product or service property or characteristic. Advertisements should not unduly capitalize on fear or sow panic. c. The use or incorporation of a test or demonstration of a product or service property or characteristics must clearly. exaggeration or omission. such as supernatural powers. d. satanism. Advertisements should not depict or exploit persons as sex objects and should not contain offensive. nor encourage unlawful and/or anti social behavior. g. Salacious. Explicit depiction or graphic descriptions of sexual organs. such claims must be verifiable and subject to substantiation in the same manner as regular product or service advertisements. Section 3. Advertisements must not use expressions reserved for important news and public service announcements (eg ‗news flash‘) h. e. CRIME. e. Applicable guidelines of the relevant media industry should also be observed. violence. Advertisements must be honest. Section 4. elements or visual and/or audal presentations that are unique to the advertising of another brand regardless of category. truthful and accurate.c. distress or morbid situations or use such situations in an offensive manner. sexual innuendo or stereotyping likely to cause serious or general offense should be avoided. hypnotism. Advertisements should not be deceptive or mislead the public. verbal or psychological violence or the use of deadly weapons (other than for lawful purposes) whether achieved through real or fictional characters or situations. c. Advertising copy. VIOLENCE & MORBIDITY a. truthful and accurate and created for the benefit of the consumer and general public. faith healing or subjects of like nature. profane. slogan or terms should not tend to mislead. Section 5. or vulgar words or phrases or any sexual double entendres. Violence shall not be encouraged. Where the advertisements contain specific claims regarding the company or its product or services. numerology. content. blasphemous. 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. Advertisements depicting crime. An advertisement must not create confusion as to the identity of the advertiser or the source or identity of a product or service. Advertising of a product or service found by the appropriate government agency to be below standards or specifications or to be otherwise unsafe shall not be allowed.HANNAH ARTICLE II . Advertisements should not exploit or tend to promote physical. Advertising materials shall not contain features. Advertisements should not emphasize or dramatize ailments. Criminals shall not be glorified and crime shall always be condemned. correction or reform. or confuse the consumer as to the materials. Corporate advertising must be fair. Claims of product and service properties or their intended usage should be clearly presented and should not mislead the persons to whom they are addressed by inaccuracy. Advertising content that are likely to incite a person to violence or commit a wrong or crime or anti-social behavior is prohibited. g. mind reading. Sex and related subjects contained in an advertising material must be treated with caution and conform to what is generally accepted as proper. e. b. b. foretelling of the future. Advertising materials shall not condone or justify pre-marital sex or extra marital sex.JIN STANDARDS OF PRESENTATION FOR CONSUMER PROTECTION & SAFETY Section 1. Advertisements should not exploit public credulity related to superstition. ambiguity. i. Section 2. The test or demonstration presented in advertisements must directly prove the claimed product or service property or characteristics. other sensitive parts of the body prohibited in any advertising material. utility or function of any product or service. 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. d. 16 b. d.MISLEADING PRESENTATIONS a. b. f. obscene. origin. fairly. violent or indecent themes. . Advertising should not appear to condone or incite violence. astrology. phrenology. f.GENERAL PROVISIONS a. Morbid and gory details are prohibited. h.
Advertisements directed at children should not encourage the use of speech and expressions which may hinder the child‘s language development. ARTICLE III STANDARDS FOR THE PROTECTION OF CHILDREN Section 1. directly or indirectly. especially on the basis of gender. I n general. d. Advertisements should not undermine children‘s enjoyment of present stature. logos or trademarks of alcoholic beverages and cigarette and tobacco must not be used on children‘s clothing. When a product or service has potentially dangerous qualities. Advertisements should not directly or indirectly disparage. l. c. Advertisements should not depict children performing acts. unkind or hurtful d. devices and treatments should not be directed to children. prejudging or exploiting children with disabilities or children belonging to minority or indigenous groups. . indecent or inappropriate for children or encourage them to engage in hazardous activities or behavior. c. Those who have physical or sensory impairment. ARTICLE IV OTHER STANDARDS OF PRESENTATION Section 1. o. Advertising materials shall avoid sensationalizing. e. social or economic class. ethnicity. or encourage disregard for safety. psychologically. criticize or attack any natural or juridical person. k. toys.USE OF CHILDREN IN ADVERTISEMENTS a. malicious. Advertisements should not depict dangerous practices. recognized as potentially dangerous to them. advertisements for children should not show irresponsible. Advertisements for any product or service should not depict the actual act of drinking alcoholic beverages or smoking tobacco products. No child shall be used. References to minority groups should not be stereotypical. competing or non-competing products or services. ridicule. or depict sexual subjects and/or violent actions inappropriate for children. in advertisements of gambling. h. violent or reprehensible acts/practices in a manner that may lead children to interpret or adopt them as normal or acceptable social behavior. race or nationality. medicines. References to religious or political beliefs should not be offensive. Advertisements involving children must comply with all pertinent laws. Advertisements directed at children shall in no way mislead children as to the product‘s performance and usefulness.a. and the use of religious themes should be treated with extreme care e. Advertisements directed at children shall not foster violence as a desirable way or a means of resolving conflicts and problems. DISPARAGEMENT a. or morally harmful to children n. b. b. Advertising materials depicting or describing acts that would likely tend to harm children is prohibited. i. Section 2. Brand names. Advertisements meant for children should not contain indelicate references to infirmities or scenes depicting physical and mental cruelty. 17 j.PRESENTATION a. using language. b. or intellectually or mentally challenged persons should not be demeaned or ridiculed f. culture. belittling or hurtful. ridicule or unfairly attack competitors or non-competitors. 18 including distinguishing features of their advertising campaigns such as specific layout. or attired in a manner that are vulgar. b. show or refer to dangerous acts. stereotyping. radio or cable television program. the advertisement must be adequately qualified or balanced with a positive presentation or a clear warning within the advertisements. Advertisements shall not directly or indirectly disparage. Children shall not be presented as being in contact with. games or other materials intended for use primarily by persons under the legal purchase age. Advertisements shall not encourage children to purchase products or services to support the existence of the television. Maliciously ridiculing or denigrating religion. obscene. p. or demonstrating a product. mentally. improper or antisocial behavior and should not show children in activities that would normally not be allowed by responsible adults for reasons of safety or propriety. m. rules and regulations. Advertisements should not encourage children to take drugs and medicines without the supervision of a responsible adult. The child should not be demeaned or his/her innocence be exploited. Advertisements and promotional activities for proprietary drugs. customs and traditions is prohibited. The child‘s dignity must be respected at all times. groups of persons or any sector of society. f. Advertisements should not encourage reckless. gaming institutions or games of chance. Advertisements directed primarily at the children should not exploit them specially their natural credulity. g. religion. Advertisements directed at children shall not contain elements that might be physically.
slogan. PRE-EMPTIVE RIGHTS AND PLAGIARISM Advertisements shall not violate established pre-emptive rights and shall not constitute plagiarism. Advertisements shall not make any presentation that brings advertising into disrepute both as a profession and as a business activity h. Direct comparison advertising is allowed only in product categories that have clear. ―improved‖ or ―introducing‖ or similar words which connote ‗new-ness‘ or an ‗improvement‘ of a product may be used in advertisements only for a period of one (1) year from the time the new or improved product/service has been introduced in the market. exaggerated g. h. Guidelines are provided in Annex ―B‖ hereof. commodity or product form or nature should contain a clear statement of the true nature of the product represented by that brand name (e. Parity claims are allowed provided they are properly qualified and substantiated.copy. Consumer durables (Appliances. Airline and Shipping Lines 4. music/jingle or sound effects g. Automotive vehicles excluding automotive products 2. measurable and/or definable b. titles. Section 2. Use of humor to disparage another brand/product or service is not allowed. the word ―new‖ or ―improved‖ may be used only if clearly limited to the specific change (e. sweeping or superiority claim may be permitted only if proven to be true on all material respects in relation to all products or services whether competitive or non-competitive. b. Section 4. Comparison must be quantitative rather than qualitative f. e. cellular handsets. Comparison must not be misleading. disparaging. Direct comparison advertising shall be allowed only in the following product categories: 1. tablets. Indirect comparison advertising may be permitted provided it does not use symbols. Direct comparison is limited to products intended for the same purpose or belonging to the same class or category. Competitive claims inviting comparison with a group of products or with other product categories (without identifying any specific brands) may be allowed provided these are adequately substantiated. Section 5. ―Juice and Juice drink product. Where claimed improvement relates not to the product‘s basic utility or function but to one of its other features. An unqualified. SUGGESTIVE BRAND NAME ADVERTISING Advertisements for any product whose brand name may suggest a different product. or statements that are clearly identified or directly associated with competitive brands.g. excluding reasonable test market periods. Musical instruments. Advertisements comparing ―before‖ and ―after‖ situations should cite with prominence the specific time elapsed between the two situations. color or packaging. substantiated and verifiable bases for any comparative claim favorable to the advertiser. laptops & netbooks i. ―Before‖ and ―After‖ situations must reflect truthful and factual comparisons. b. A comparison of competitive products or services must provide a clear. Product features/attributes being compared should be verifiable. definite. fragrance. ―BEFORE‖ and ―AFTER‖ COMPARISONS a. 19 Section 3. such as appearance. 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 ingredient‘s . In particular: a.. ―new fresh fragrance‖ or ―new plastic/bottle‖). Comparisons of the ―antecedent‖ situation with the ―subsequent‖ situation must not be exaggerated or misleading. b. USE OF ―NEW‖ OR ―IMPROVED‖ a. Mobile products e. Section 6. A Filled-Milk Product). Electronic gadgets) 3. ARTICLE V PRODUCT CLAIMS Section 1. CLAIMS ON INGREDIENTS a. Audio-visual Equipment.g. visual presentation. d. c. Subjects of direct comparison must be clearly identified without violating Intellectual Property Rights. Entertainment 5. True -Milk. slogans. The word ―new‖. accepted technology benchmarks. COMPARISON ADVERTISING a.g.
and the like. 20 b. such qualifiers in reference to claims or devices must comply with the technical specifications attached as Annex ―A‖. duly subscribed and sworn to. 1 CLAIM and/or LEADERSHIP CLAIM a. f. No product or service without a competitor may make a ―No.1‖ claim shall cover at least the immediately preceding 12 -month period and should be supported by data from independent sources acceptable to the Ad Standards Council. ―Para sa akin‖. d. d. NO. The testimonial must use qualifiers e. ―Drink Moderately‖ .quantities and properties as well as the material benefit that results from its inclusion in the product formulation have been technically substantiated. including the devices ―No Approved Therapeutic Claims‖. e. 1‖ claim with respect to any product or service shall only be allowed when it is substantiated. b. TESTIMONIALS . the substantiation may be based on the latest available reliable and bona fide figures provided these are shown to be reasonably current to the satisfaction of the Ad Standards Council. hereof to for part of these Standards. Qualifications should be clear. A ―No. prominent and readily understandable. Fictitious testimonials should not be presented as though they are genuine. However. to ensure that they are read together. a 12-month basis is still needed. Testimonials should only be used with the written permission of those giving them. ―No. survey or test. The substantiation of a ―No. including by creating or claiming any implication beyond that clearly established by the research. b. Testimonial should relate to the product being advertised.1 in sales. A previously allowed ―No. A claim to be ―No. Reference to data or results of a bona fide research. QUALIFIERS IN REFERENCE TO CLAIMS & OTHER DEVICES a. verified and clearly delineated of defined category. for the challenger brand to earn the right to claim No. ―In my opinion‖. If the testimony is quoting another person. Testimonials based solely on subjective judgment are allowed provided that they are . a copy of the publication must be submitted. Section 4.1‖ 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 advertisement is not misleading in any way. dated and signed testimony.1‖ claim can be ordered discontinued or prevented from being used by the Ad Standards Council if it is proven by a competitor that its cumulative sales figures (minimum six months) put it ahead of the leading brand.1‖ claim. The advertiser must substantiate a testimonial by submitting the original written.1‖ sales claim must confirm that the claimant is leading in both (i) physical units sold and (ii) in the resulting peso volume on a cumulative basis.1‖ in sales relating only to specific area(s).1. For Advertising materials that require the presence of qualifiers in reference to claims. surveys. Claims in the guise of qualifiers are not allowed. g. Advertisements should not imply that a certain benefit is due to a specific ingredient unless a verifiable cause and effect relationship exists. b.g.1‖ claim without a qualifier will be taken to mean as No. Data references must always be from results of a bona fide research. c. DATA REFERENCES a. A ―No. unless taken from a published source that must be properly quoted with attribution of the source. Substantiation(s) for a ―No. the qualification should appear in close proximity to the claim being qualified. g. Testimonial claims should be genuine and truthful. If the testimony quotes a published source.JIN Section 5. d. Testimonials should be categorically stated as a personal experience or opinion of the endorser and should be clearly presented as part of a testimonial statement.ROBBY a. . or test relating to a product should not be so prepared or disseminated in a misleading or inaccurate manner. f. survey or tests. b. e. Section 2. In the absence of data pertaining to the last 12 -month period. c. a written permission should be submitted from the quoted source. Section 3. Qualifiers and Disclaimers must not contradict more prominent aspects of the message and be located and presented in such a manner as to be clearly visible and/or audible. c. ―In my experience‖ . must prominently specify the area(s) covered. supporting the endorsement.
engineers. Marketing communication should not contain any statement or visual treatment likely to mislead consumers in any way about the environmental aspects or advantages of products. group or industry. Marketing communication should be so framed as not to abuse consumers‘ concern for the environment. Individual person(s) endorsing a product or service in communication materials and who is presented as an expert must have demonstrable credentials to substantiate the claimed expertise. the actual product or service performance. Honest and truthful presentation a.ENVIRONMENTAL CLAIMS Section 1. product literature as well as via electronic media. statistics and scientific terms used should be presented fairly and in their correct context and should not be presented as to create an impression other than that originally intended by the source. the requirement for substantiation other than the testimony itself. When such testimonials include specific claims regarding product or service performance. b. SCIENTIFIC OR TECHNICAL CLAIMS a. His or her endorsement must be supported by an actual exercise of his/her expertise in evaluating the product or service features or characteristics. Testimonials shall not be used to circumvent: a. c. a prohibited claim. Endorsements by an organization are deemed as judgment(s) by a group whose collective experience outweighs that of an individual member.. General Principles Environmental claims can be made in any traditional medium and other media such as promotional and point-of-sales materials. n. research foundations).not presented as statements of fact. Such 22 evaluation must be relevant and available to an ordinary consumer‘s use of or experience with the product. h. The advertiser must provide evidence to substantiate that the organization‘s endorsement was reached by a process sufficient to ensure that it reflects the collective judgment of the organization m. b. or b. regulations of government bodies pertaining to use of claims on the product or service.g. 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. Testimonials of professionals or groups of professionals should observe the Ethics of their professions and should not violate regulations of the government bodies or institutions regulating that profession. In case of references to tests by professionals or institutions (e. i. or exploit their possible lack of environmental knowledge. No advertising can make any reference to advice received from the Ad Standards Council or imply endorsement by the Ad Standards Council. provided it bears a direct relationship to and accurately reflects the bona fide research conducted for the advertised product or service. An actual testimonial portrayed by a talent should be supported by a Certification allowing the portrayal of the supposedly endorser. . k. j. within a period of fifteen (15) months from the last airing or publication of broadcast/print advertisements of said competitive brands containing the competitive endorsements. Article VI. 23 c. or consistent with. or c. these claims should be supported with independent evidence on the accuracy of. or about actions being taken by the marketer in favour of the environment. Section 2. Section 6. Corporate communications may refer to specific products or activities. Visual representation of laboratory settings may be employed. All references to laboratory data. A qualifier/footnote should be present to properly inform the consumers of the portrayal. but should not imply without justification that they extend to the whole performance of a company. documented and authoritative evidence should be submitted to substantiate such tests and the claims based thereon. doctors. l.
If this is not the case. it should be clear what has been reduced.A. Section 3. Prescription only or ethical drugs (registered as RX) are not allowed to advertise in a medium where it is exposed to the general public. e. advertisements of pharmaceutical products must comply with the requirements of the Generics Act of 1988 (R. that the product is ―X-free‖. No pharmaceutical product may be advertised unless it has been duly registered with the DOH-FDA. e. general environmental claims should be qualified. In particular. should be worded in such a way as to make it clear whether the advantage being claimed is absolute or relative. Claims that a product does not contain a particular ingredient or component. Environmental claims should not be based on the absence of a component. b. f. the qualification should appear in close proximity to the claim being qualified. Such claims are justified only if they relate to alternative processes. Product. Prescription drugs can only be advertised through publications solely intended for the medical and allied professions. Such signs and symbols should not be used in such a way as falsely to suggest official approval or third-party certification – ROBBY ARTICLE VII. Signs and symbols a. whether the comparison is wit h the marketer‘s own previous process or product or with those of a competitor. b. Comparative claims. should be made only if they are valid.g. should not be presented as if they were a unique or remarkable characteristic of the product being promoted. Superiority and comparative claims a. without qualification. should be used only when the level of the specified substance does not exceed that of an acknowledged trace contaminant or background level.g. components and elements a.KATHRINE NON-PRESCRIPTION DRUGS. the product or its packaging. prominent and readily understandable. b. should not be used unless a reliable. Any comparative claim should be specific and the basis for the comparison should be clear. no claim to have achieved it should be made. be reassessed with regard to relevant developments. 6675) and its Implementing Rules and Regulations. i. 24 b. GENERAL PROVISIONS a. h. TV. DEVICES AND TREATMENTS AND OTHER REGULATED PRODUCTS & SERVICES Section 1. c. Where applicable. A pre -existing but previously undisclosed aspect should not be presented as new. c. It should be clear to what the claim relates. e. generic features or ingredients. where appropriate. An environmental claim should be relevant to the particular product being promoted and relate only to aspects that already exist or are likely to b e realized during the product‘s life. ingredient. RC. verifiable proof supported by scientific evidence is available. Vague or non-specific claims of environmental benefit. As long as there are no definitive. to ensure that they are read together. Section 4.g. taking all relevant aspects of the product‘s life cycle into account. e. Only non-prescription drugs may be advertised in the mass media. print publication of general circulation. Environmental claims should be up to date and should. Section 5. in all reasonably foreseeable circumstances. OOH. Environmental superiority over competitors should be claimed only when a significant advantage can be demonstrated. which are common to all or most products in the category concerned. claims such as ―environmentally friendly‖ or ―ecologically safe‖. Conversely. which may convey a range of meanings to consumers. Advertising & Promotions Guidelines of covered products is . components or elements which result in a significant environmental improvement. Qualifications should be clear. When a claim refers to the reduction of components or elements having an environmental impact. feature or impact that has never been associated with the product category concerned. generally accepted methods for measuring sustainability or confirming its accomplishment. Environmental signs or symbols should be used in marketing communication only when the source of those signs or symbols is clearly indicated. Products being compared should meet the same needs and be intended for the same purpose. implying that a product or an activity has no impact – or only a positive impact – on the environment.d. g.
. unless officially so approved in writing by the DOH-FDA. Section 3.‖ f. training and expertise. In advertising medical products. Advertisements should not state or imply that vitamins and/or minerals. The advertiser has the burden of proving the appropriateness of using the term ―safe‖ through a DOH-FDA approval to use the claim. 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 treatment or results related to sexual potency. The advertisement may not mention any specific ailments. devices. e. As a general rule. or be within the context of and consistent with the indications and labeling of said products as approved by the D OH-FDA. such advertisements or endorsements may state only the professional‘s name. Advertisements of products designed to calm. i. devices. Advertisements of non-prescription drugs. Advertisements for non-prescription drugs. ―without risk‖. or be effective in treating sexual weakness. the use of ―safe‖. b. ―effective‖ or terms of similar import shall not be permitted. e. Advertisements should not contain claims that a product or treatment will promote sexual virility. ―If symptoms persist. or any ailment. rules and regulations of this profession. b. c. sedate or stimulate should refer to the temporary symptomatic relief provided and should include a recommendation that label directions be followed. Specialization shall mean the particular field of practice for which the professional has the appropriate education. devices and treatments should not describe or dramatize distress (e. unless officially so approved in writing by the DOH-FDA. When endorsements. Non-prescription drugs devices treatments may not be directly or indirectly advertised as the answer to conditions of premature aging or loss of virility. food/health/dietary supplements. Section 2. of non-prescription drugs. unless based on or within the context of and consistent with the indications and labeling of said products as approved by the DOH-FDA. d. emotional or mood problems. h. ―harmless‖ or words of similar import shall not be used for all products that have contra indications or warnings on use. claims that a product will effect a cure and the use of such words as ―safe‖. Advertisements should not offer false hopes in the form of a cure or relief for the mentally or physically handicapped either on a temporary or permanent basis.g. endorsements by actors portraying the medical practitioner shall not be allowed. c. office hours and licensed area of practice or 26 specialization. and/or similar products alone can ensure or promote . direct or implied. conditions associated with sexual excess or over-indulgence. or otherwise encourage reliance on medicines as a solution for psychic. death or serious illness) in a morbid manner. SPECIAL TERMINOLOGY/CLAIMS a. treatments and medical equipment with endorsements by a medical practitioner shall be subject to the Code of Ethics of the generally accepted organization of his/her profession and applicable laws and rules of his profession.attached as Annex ―C‖ to form part of these Standards d. Advertisements should not depict consumers relying on. d. Advertisements of the benefits or use of non-prescription drugs. devices and treatments should be based on. where allowed. Advertisements for the services of a medical practitioner shall be subject to the Code of Ethics of the generally accepted organization of his/her profession and applicable laws and rules of his profession. e. illness or disease associated with these habits. Advertisements of all non-prescription drugs should prominently carry the advice. address. treatments and medical equipment by a medical practitioner is prohibited by the Code of Ethics of the generally accepted organization of his/her profession and applicable laws. Vitamins & Minerals with Drug (DR) registration Food/Health/Dietary Supplements with Food (FR) registration a. ―harmless‖. In any event. consult your physicia n. ―instant‖. inadequacy or the aging process. Unlicensed medical practitioners shall not be allowed to advertise their services. Section 4. No clinic or hospital shall be used or portrayed in advertisements without the knowledge of and the written permission from its proper authority/ies. 25 g. MEDICAL PRACTITIONERS a. ―without risk‖. Advertisements should not offer any product or treatment for slimming/ weight reduction or figure control unless officially so approved in writing by the DOH-FDA f.
. c. PROMOTIONS for PHARMACEUTICAL products (subject to the provision on Article IX of this Code) . Advertisements must not imply that alcohol beverage consumption is a requirement for social acceptance. e. Advertisements should not promote excessive drinking nor should it imply that the behavior of heavy or rapid drinking or binge-drinking is attractive or appropriate.g. c. Advertising must not promote alcoholic brands as ―energy drinks‖. Advertisements should not claim that drinking brings about medical or therapeutic benefits such as. . or relief from. sedative. Section 6. including DRregistered vitamins that can make therapeutic claims based on their FDA approved registration. device or medicine may not be used as a promotional item for any product or services without the express written approval of the DOH-FDA. competitions and additional rewards or benefits other than those which can be reasonably expected from the product‘s use. Advertisements should not in any manner represent or imply that drinking and driving are safe compatible activities. l. treat or cure any human disease. when engaging in sports. g. promotions. consult your physician‖ shall not be required in advertisements of DR-registered Vitamins unless the advertising material communicates the symptoms/illnesses/diseases that the DR-registered brand can address consistent with the labeling/indication approved by DOH-FDA. Nor should they create the impression that alcohol consumption enhances mental ability or physical performance. Advertising and promotional materials must not imply that alcohol has the ability to prevent. an ailment or medical condition that is not substantiated by clinically based studies shall not be allowed. no marketing communication should imply that the consumption of alcohol is acceptable before or while operating machinery. f. consult your physician‖ principally applies to advertisements of DOH-FDA registered NON-PRESCRIPTION DRUGS. The use of testimonials or endorsements portraying the product as a cure of.good health.KATHRINE Section 5. Advertisements for propriety drugs. b. d. e. In particular. The requirement for the device ―if symptoms persist. ALCOHOLIC BEVERAGES a. Neither should advertisements state or imply that good health is likely to be endangered solely because people do not supplement their diet with vitamins and/or mineral or similar product. d. Allowing irresponsible or excessive consumption because of their low (er) calorie or carbohydrate content k. A propriety drug. Advertisements should not promote that drinking enhances sexual prowess or appeal. driving a vehicle or undertaking any other occupation that requires concentration in order to be carried out safely. Advertisements for alcoholic beverages should not depict the act of drinking such as the liquid entering the mouth and/or being swallowed. f. Advertising must not promote alcohol as a medicine. 28 m. or otherwise involving any promotion must have the express written approval of the DOH-FDA. h. Advertisements shall not be positioned as a health drink and/or as a therapeutic drink such as: a. devices and treatment offering prizes. .SARAH a. Advertisements should not promote excessive and/or heavy drinking. Advertisements of food/health/dietary supplements and/or similar products should not be presented in such a manner that negates the message of ―No Approved Therapeutic Claims‖. Being part of an exercise or fitness regime j. That it aids in maintaining or reducing weight b. The device ―If symptoms persist. i. Advertising for alcoholic beverages should not present abstinence in a negative light or imply that it is wrong or foolish to refuse a drink. tranquilizing or stimulating effects. Advertising and promotional materials will not depict activities or locations where drinking alcohol beverages would be unsafe or unwise. Advertisements for alcoholic beverages shall not be aimed at or directed to minors (below 18 years of age) as the target audience. b. The device ―No Approved Therapeutic Claims‖ principally applies to Food/Health Supplements (and other Non-Drug /non-DR registered products) and not to DR-registered products. e. b.
29 b.n. For deposits and investment products. the Philippine Deposit Insurance Corporation. the advertisement may use a statement such as ―For other important details and information. transaction or service so that the consumer is fairly apprised of the total consideration for and the essential nature of the product. d. Section 7. Section 6. investing and other similar transactions should comply with applicable rules. All brand web sites and other promotional activities on the internet must ask for confirmation that those who use the site are of the appropriate legal purchase age for alcohol beverages as prescribed by the law. GAMBLING The advertisement of gambling authorized by law is subject to the Code of Ethics of the media concerned. In addition. regulations and circulars of the Bangko Sentral ng Pilipinas. if any. Under no circumstances should alcohol advertisements be unethical. the Securities and Exchange Commission. COSMETICS Advertisements for cosmetic products must conform with the requirements of registration with the DOH-FDA and the relevant provisions of the ASEAN Harmonization Scheme on Cosmetics. development or training institutions or enterprises should not exaggerate or mislead regarding the opportunities supposedly awaiting those who enroll in or complete their courses. should state this clearly and prominently in their advertisements. which require assembling. r. Such advertisements should contain a sufficiently clear. feeding bottles. Advertising materials shall only be at the Point of Sale/Purchase and in accordance with law. c. TEATS Advertisements of Infant Formula. transaction or service. Section 3. INFANT FORMULA COMPLEMENTARY FOOD. ARTICLE VIII SPECIAL PRODUCTS & SERVICES Section 1. complementary food. ADVERTISING FOR CHARITABLE CAUSES Advertisements involving charitable causes as beneficiaries should indicate the particular beneficiary. Issues around the portrayal of gender should be handled with care. For this purpose. CIGARETTES AND TOBACCO PRODUCTS No direct or indirect advertising or marketing of cigarettes or tobacco products is allowed. Section 4. Alcoholic beverage advertisements should carry the device ―DRINK RESPONSIBLY‖. For TV advertisements. BANKING & FINANCIAL SERVICES a. EDUCATIONAL/TRAINING INSTITUTIONS Advertisements for educational. Where other specific details that could influence the consumer‘s decision are not stated. offend against generally prevailing standards of taste and decency or otherwise offend human dignity. Advertisements for financial services such as lending. FEEDING BOTTLES. Section 7.g. ARTICLES THAT REQUIRE ASSEMBLING All products. National sensitivities around specific issues. Section 9. Section 8. The advertising materials must conform to the appropriate rules and regulations of the regulatory agency. please contact or see _________. be it due to societal or religious reasons. Section 5.‖ Section 2. concise and complete statement of all the material terms and conditions of the offered financial product. any mention of interest rates or yields should state if it is guaranteed to avoid misleading the public and should state the risk it may entail. People shown in advertisements of alcoholic beverages must be 21 years old and must look adult. it should be shown/flashed in a separate frame with no other copy or visual at the end of a material. p. the advertisement should so indicate this and the manner in which complete information may be obtained. The Portman Group and The Century Council q. and other appropriate government agencies. should be respected. all brand web sites must contain a social responsibility statement and links to those social aspects organizations e. teats must comply with the Milk Code of the Philippines and its Implementing Rules and Regulations. o. TELECOMMUNICATION PRODUCTS & SERVICES Only telecommunication products and services that are authorized by the proper regulatory agency concerned are allowed to be marketed /advertised. AGROCHEMICAL AND VETERINARY PRODUCTS .
Department of Trade and Industry (DTI). 1993. should be clear and complete. including any charges or extra fees. No. Where special prices. such information or qualification should be contained clearly and prominently presented in the advertising material.O. However. s. b. if any. department and lines of goods are covered by the sale. stores or outlets. Chapter VI. A permanent price reduction or price rollback may be used in advertisements only for a period of one (1) year from the time the reduction or price rollback has been introduced in the market. lease-purchase and other similar transactions (including those where the consideration for the product or service is to be paid over a period of time) which makes any reference to prices or terms should likewise provide all pertinent information on terms of payment. lease-purchase arrangements. promotions. Advertisements for special sales should conform with applicable government regulations. LEASE-PURCHASE ETC. All price comparisons should conform to Rule IV (Price Advertising). shall likewise be governed by 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 issued by appropriate governmental agencies ARTICLE IX PRICE ADVERTISING Section 1. particularly fertilizers and pesticides. when used. Advertisements should not contain misleading. In any case. Offers for sale on installments. there is no time frame for the mere mention of a product price as long as there is no reference to a previous price or a price reduction. Department of . DOH-FDA. GENERAL PROVISIONS a. INSTALLMENTS. discounts or other claimed savings. Advertisements in the form of. or other similar pricing mechanism must be clearly presented and must show the complete terms and conditions of the offer. Price and purchase terms. c. DIGITAL MARKETING Advertisements of products and/or services in Digital Marketing shall be subject to the Standards of Advertising set by the Ad Standards Council (ASC). the advertising of agrochemical and veterinary products. additional charges. All indicated prices and other economic terms should be complete and accurate and should not mislead the public by distortion.A. Promotions for discounts and special sales must comply with applicable government regulations (e. omission or undue emphasis. exaggerated or fictitious price comparisons. Section 2. NTC. Advertisements for installment sales. b.In addition to the requirements of this Code. if any. When parts 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. d. a. additional rewards or benefits for the purchase of a product or service must have prior written approval of the appropriate government regulatory agency (e. Section 2. The total consideration that is to be paid by the public. and all other economic of financial features of the transaction so as to reflect the total cost/consideration for the goods or services being advertised ARTICLE X MISCELLANEOUS Section 1. such should be clearly indicated. d. or with contests and promotions offering prizes. b.g. 2. 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 maintained throughout the promotional period advertised. sales and the like are applicable only in specific geographical areas. c. DISCOUNT OR SPECIAL PRICE a. discount. b. Guidelines on scope of coverage are provided in the ASC Manual of Procedures. branch. CAB) rules and regulations and the terms and conditions of the promotion approved by the government regulatory agency. Title III of the Department of Trade and Industry‘s D.g. Advertisements of contests or competitions must conform to the regulations of the appropriate government agency. such advertisements should contain no false or misleading price or savings claims and should specify which store. CONTESTS & PROMOTIONS a. Section 3.
availability of additional benefits.1 Rules governing eligibility to participate c.‖ . costs of shipping and handling and terms of payment a. accessories. the advertisement should also state how and where the purchaser may obtain full details of the rules.Trade and Industry (DTI). Department of Agriculture (DA). c. including taxes.. ―See posters and print ads for details. the composition of the jury c. before making a purchase. All sales promotions should be framed in a way which is fair to competitors and other traders in the market. extra weight or extra volume.3 Any restriction on participation. PRINCIPLES GOVERNING SALES PROMOTIONS a. Sales Promotions should be presented in such a way as to ensure that beneficiaries are made aware. e. The terms and conduct of all sales promotions should be equitable to all participants. the nature of contest and criteria for judg ing entries c.4 The value of any voucher or coupon offered where a monetary alternative is available a.g.11 Any intention to use winners or winning contributions in post-event activities However. d.5 Selection procedure for the award of prizes c. The word ―free‖ or words of similar meaning may be used in promotional advertising only under the following conditions: b. b. if no details or conditions are announced. Department of Health – Food and Drug Administration (DOH-FDA).9 Time period within which the prize may be collected 33 c.g. Civil Aeronautics Board (CAB)). the following information should be given to beneficiaries.2 Main characteristics of the additional benefits offered a.3 The ―free‖ item provides a value to the consumer in addition to the original product or service. TERMS & CONDITIONS OF CONTESTS OR PROMOTIONS a. b.1 The normal or regular price of the product or service being purchased has not been increased. c.6 Closing date of competition c. c.10 Where a jury is involved. of any conditions likely to affect their decision to purchase including: a. Section 3.6 Full name and address of promoter and an address to which complaints can be directed.2 Any costs associated with participation c.7 When and how will results will become available c. and the Food and Drug Administration (FDA). No promoters. or any other limitations on stocks a. or at least made available on request prior to participation and not conditional on purchasing the product. Where a sales promotion includes a prize promotion.2 The ―free‖ item is not integral or necessary part of a complete unit that is being sold.5 Any expenditure involved. intermediaries or others involved should do anything likely to bring sales promotions into disrepute. National Telecommunications Commission. value and nature of prizes to be awarded and whether a cash alternative may be substituted for a prize c. 32 Section 4. e.8 Whether the beneficiary may be liable to pay taxes as a result of winning a prize c. f. premiums. All sales promotions should deal fairly and honorably with consumers and other beneficiaries. b.3 The number. extra product. All sales promotions should be so designed and conducted as to avoid causing justifiable disappointment or giving any other grounds for reasonable complaint. The administration of sales promotions and the fulfillment of any obligation arising from them should be prompt and efficient.1 Clear instructions on the method of obtaining or participating in the promotional offer a. b. e.4 In the case of a skill contest.
Palmer opened the first American advertising agency in 1850. However. The 'digital space' translates to the Internet. Media agencies concentrate on media buying. retail. eventually evolved into White Bull Holmes. Specialist advertising agencies Specialize in particular kinds of advertising: recruitment. PSP. DVDs. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. CD-ROMs. the advertisement should also state how and where the purchaser may obtain full details of the rules. In 1856 Mathew Brady created the first modern advertisement producing "photographs. they will handle all aspects of the brand. In-House is better if a company is looking to build up an image over a number of years. travel. He is credited as the "father of modern magazine advertising" in the US Types of Advertising Agency Generalized advertising agencies Creative agencies specialize in "creative" or design-based business models. search engine marketing. Advertisements of raffles. This agency placed ads produced by its clients in various newspapers.. yellow pages. or competitions. peripheral advertising services related to their area of specialization. Volney B." Robert Bonner ran the first full-page ad in a newspaper. and duration of a guarantee or warranty Advertising Agency History Types Functions Roles Advertising agency or ad agency is a service business dedicated to creating. planning and handling advertising. And now part of the TMP Worldwide agency (UK and Ireland). help-wanted. In 1864. a recruitment advertising agency. directresponse. Include businesses and corporations. financial. ambrotypes and daguerreotypes. value. if no details or conditions are announced. internet advertising/marketing. and so on.d. Other agencies offer design in conjunction with media buying. and lifestyle devices (iPod. James Walter Thompson joined this firm in 1868. e. Hired to produce television commercials and radio commercials as part of an advertising campaign History The first acknowledged advertising agency was William Taylor in 1786. that went out of business in the late 1980s. which can be won by a single individual. London. The word ―win‖ and/or words of similar meaning may not be used without qualification or as a categorical claim to imply a certainty of winning unless justified by the mechanics of the promotion. non-profit organizations and government agencies. or e-business/e-commerce consulting The digital space is defined as any multimedia-enabled electronic channel that an advertiser's message can be seen or heard from. f. Another early agency . In-house advertising agencies In-House agency is a team that focuses on one goal to sell the company's product. contests. must be made clear and the total value of the prices may be used only if plainly described as the aggregate value of several prizes. Another early agency. In 1812 George Reynell." in that they offer all the basic advertising agency services in their area of specialization plus other. GUARANTEES & WARRANTIES Advertisements with ―guarantees‖ or ―warranties‖ should clearly and c onspicuously disclose the nature. was founded b y Charles Barker named 'Barkers‗. ―See posters and print ads for details. 1) 2) 3) 4) . Such specialist advertising agencies are also usually "full-service. medical. in 1877 he renamed the company as James Walter Thompson Company(the oldest American advertising agency). industrial. e. in 1800.‖ Section 5. Their basic interest is in the creation of the advertisement or branding. James Walter Thompson hired writers and artists to form the first known Creative Department in an advertising agency. investment. classified. Interactive agencies Interactive agencies may differentiate themselves by offering a mix of web design / web development. which offer prizes should state all the material conditions for participation. and mobile). kiosks. Specialization occurs in such fields for a variety of reasons. Specific prices.g. William James Carlton began selling advertising space in religious magazines. theatrical/entertainment. started by James 'Jem' White in Fleet Street. therefore creating continuity between all aspects of separate campaigns. extent. set up another of the early advertising agencies named 'Reynell & Son‗.
These responsibilities include locating and negotiating to acquire clients. photographers and design studios in the case of the print advertising or direct mailers). Search engine agencies Create media and implement media purchases of text based (or image based. Other agencies The student-run advertising agency model. These agencies distinguish themselves through an understanding of the strict labeling and marketing guidelines mandated by the U. an advertising agency may assign an account manager to work full-time with only one client and one product line. The account executives need to be sufficiently aware of the client's needs and desires that can be instructed to the agency's personnel and should get approval from the clients on the agency's recommendations to the clients Media services Its employees are the people who have contacts with the suppliers of various creative media. microblogs etc.. Facebook and YouTube have sparked market interest. though non-competing.S.The recent boost in the interactive agencies can also be attributed to the rising popularity of web-based social networking and community sites. in some instances of search marketing) ads. Two Areas Promotional education . Research Department Before and after a commercial is made. gets produced. etc. Production The production department. provides free advertising services to clients in exchange for the educational opportunity. as some interactive agencies have started offering personal and corporate community site development as one of their service offerings. Social media agencies Specialize in promotion of brands in the various social media platforms like blogs. They are responsible for contracting external vendors (directors and production companies in the case of TV commercials. for pre-testing and post-testing of media respectively consumer insights and brand usages are also tested at times according to client in many situations Functions of Advertising Agencies Account Management The account manager or account executive is tasked with handling all major decisions related to a specific client. Usually outsourced to a media agency which can advise on media planning and is normally large enough to negotiate prices down further than a single agency or client can. in essence. as well as for operations and maintenance. The creation of sites such as MySpace.accredited education and training materials created for continuing physician and medical professional education. Creative Team . For smaller accounts an account manager may simultaneously manage several different. Food and Drug Administration (FDA) and industry group guidelines. Creative teams may be permanent partnerships or formed on a project-by-project basis. they do technically qualify as advertising agencies. accounts. Agency departments Creative department The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. For very large clients. Creative departments may employ production artists as entry-level positions. The creative process forms the most crucial part of the advertising process. such as large consumer products companies. ensures the TV commercial or print ad.Creation of ads (either text or image) and media purchases. social networking sites. most notably ADVAMED and PHARMA Medical education agencies Specialize in creating educational content for the Healthcare and Life Science industries. Creative departments frequently work with outside design or production studios to develop and implement their ideas.education and training materials tied to the promotion of a given product or therapy Continuing medical education . discussion forums. which mainly operates out of university classrooms or as a student groups. Q&A sites. Account services Agencies appoint account executive to liaise with the clients. The two key services of social media agencies are: social media marketing online reputation management Healthcare communications agencies Specialize in strategic communications and marketing services for the Healthcare and Life Science industries.
powerful and compelling advertising that can be created by using the expertise.00 and/or written reprimand to individual employee/blocktimer/announcer. and much more Researchers Assess a client‘s market situation. (b) medium. and censure for the station. Looks for the best media match for a client and also negotiates the best deals Role of Advertising Agencies To work alongside the clients to develop and sustain the brands that they mutually serve. Expertise and experience An advertising agency brings together people with the required expertise and experience of the various sub-disciplines of advertising. A. -for the second offense. Objectivity and professionalism Objectivity is a major virtue of ad agency. a fine of P20. -for the 3 offense. through consumer understanding and insight and through creative and media delivery skills to provide best advice and the best execution thereof to those clients for the advertising of those brands. efficiently and in greater depth than a company or organization could do on its own. film and audio production. (c) minimum.00 and/or twenty four months suspension of individual employee/blocktimer/announcer. and shall consist of the following. and different time schedules Understanding the nuances of different media .000.for the 1 offense. Plan.000.000. May run focus group sessions with selected members of the client‘s target market in order to get their reaction to several advertising concepts. Penal Provisions . copywriting. MY REPORT BOW :> BLOCKTIMERS. cancellation or revocation of accreditation of individual employee/blocktimer/announcer. Offer independent and detached viewpoints and suggestions based on objective analysis. SERIOUS PENALTIES: (medium) . GRAVE PENALTIES (maximum) st . st . and recommendation for expulsion from KBP (Kapisanan ng mga Brodkaster sa Pilipinas) membership and recommendation to the NTC (National Telecommunications Company) for the cancellation of the permit to operate the station.00 and/or written reprimand to individual employee/blocktimer/announcer. and twelve months and one day of suspension of privileges from the station. objectivity and professionalism of ad agencies cannot be measured economically. To help effect this transformation from product or service to brand by clearly positioning the offering to the consumer – its role and its benefits – and by communicating the brand‘s own personality. has its own unique methods for accepting advertisements. which generally becomes the responsibility of the agency‘s creative t eam. a fine of P7. prepare and place ads in the media. Media Planners Each advertising media. Also the kind of consistent. experience. The agency makes the best use of their talents and experience to deliver rapidly. In short its role is to provide meaningful differentiation via the consumer connection. are categorized into (a) maximum. different requirements for accepting ad designs.for the 1 offense.000. computer programming. a fine of P10. different ways placements can be purchased.Penalties to be imposed for violation of the above rules and regulations. and for the fourth offense.For large accounts one task account managers routinely delegate involves generating ideas. including understanding customers and competitors. a fine of P5. such as different advertising cost structures. designing concepts and creating the final advertisement. and twenty four months suspension of privileges from the station.00 and/or twelve months and one day suspension of individual employee/blocktimer/announcer. Cost effective 98% of advertisers the worlds over hire as agencies is proof enough about the cost effectiveness of the agencies. An agency‘s creative team consists of specialists in graphic design. and als o are used to test creative ideas. III.it shall be the responsibility of each network to monitor blocktimer’s marketing practices and to implement the agree on-th-air policies of the association. rd B.
costs for said spots shall be based on prevailing rates. and recommendation for expulsion from KBP (Kapisanan ng mga Brodkaster sa Pilipinas) membership and recommendation to the NTC (National Telecommunications Company) for the cancellation of the permit to operate the station.00 and/or written reprimand to individual employee/blocktimer/announcer. and for the fourth offense.000. -goodluck credits: Marco Acosta rd st . and twenty four months suspension of privileges from the station. a fine of P10. -for the second offense. cancellation or revocation of accreditation of individual employee/blocktimer/announcer. and twelve months and one day of suspension of privileges from the station. enforce the collection of the above fines by requiring the station concerned to air KBP-sourced ads. HOWEVER the station shall be solidarity liable with the employee/blocktimer/announcer for fines which may be imposed on latter in accordance with the above provisions. LIGHT PENALTIES (minimum) . -for the 3 offense.000. a fine of P15. a fine of P3. -for the second offense.and censure for the station. a fine of P8.00 and/or twelve months suspension of individual employee/blocktimer/announcer. The KBP (Kapisanan ng mga brodkaster sa pilipinas) may at its option.00 and/or six months and one day suspension of individual employee/blocktimer/announcer. and six months and one day of suspension of privileges from the station. and for the fourth offense.00 and/or three months and one day suspension of individual employee/blocktimer/announcer. and censure for the station.000. With payments therefore to be made and offset against the said collectible fines.000. and recommendation for expulsion from KBP (Kapisanan ng mga Brodkaster sa Pilipinas) membership and recommendation to the NTC (National Telecommunications Company) for the cancellation of the permit to operate the station. rd C. and twelve months suspension of privileges from the station.000. -for the 3 offense. cancellation or revocation of accreditation of individual employee/blocktimer/announcer. a fine of P5.00 and/or six months suspension of individual employee/blocktimer/announcer.for the 1 offense.
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