STANDARDSOFADVERTISING

OFTHE

ADSTANDARDSCOUNCILINC.

TABLEOFCONTENTS

INTRODUCTION

SCOPEOFCOVERAGE

ARTICLEI.GENERALSTANDARDSOFPRESENTATION

Section1.RespectforCountry&theLawSection2.PhilippineStandards&SymbolsSection3.RespectforReligion,FilipinoCulture&TraditionsSection4.Sex,Profanity,Obscenity&VulgaritySection5.Crime,Violence&Morbidity

ARTICLEII.STANDARDSOFPRESENTATIONFORCONSUMERPROTECTION&SAFETY

Section1.GeneralProvisionsSection2.ClaimsofProduct/ServicePropertiesorCharacteristicsSection3.MisleadingPresentationsSection4.Price&TermsSection5.PublicSafety

ARTICLEIII.STANDARDSFORTHEPROTECTIONOFCHILDREN

Section1.PresentationSection2.AdvertisementsDirectedatChildrenSection3.UseofChildreninAdvertisements

ARTICLEIV.OTHERSTANDARDSOFPRESENTATION

Section1.DisparagementSection2.ComparisonAdvertisingSection3.Before&AfterComparisonsSection4.UseofNew&ImprovedSection5.SuggestiveBrandNameAdvertising

ARTICLEV.PRODUCTCLAIMS

Section1.ClaimsonIngredientsSection2.DataReferencesSection3.QualifiersinReferencetoClaims&OtherDevicesSection4.No.1ClaimorEquivalentSection5.TestimonialsSection6.ScientificorTechnicalClaims

ARTICLEVI.NONPRESCRTIPTIONDRUGS,DEVICES&TREATMENTS&OTHERREGULATEDPRODUCTS&SERVICES

Section1.GeneralProvisionsSection2.SpecialTerminology/ClaimsSection3.MedicalPractitionersSection4.Vitamins,FoodSupplements&MineralsSection5.PromotionsSection6.AlcoholicBeveragesSection7.Cigarettes&TobaccoProductsSection8.Gambling&GamesofChance

ARTICLEVII.SPECIALPRODUCTS&SERVICES

Section1.Banking&FinancialServicesSection2.Educational/TrainingInstitutionsSection3.ArticlesthatRequireAssemblingSection4.AdvertisingforCharitableCauseSection5.CorporateAdvertisingSection6.InfantFormulaSection7.CosmeticsSection8.Agrochemicals&VeterinaryProducts

ARTICLEVIII.PRICEADVERTISING

Section1.GeneralProvisionsSection2.DiscountorSpecialSaleSection3.Installments,LeasePurchase,etc.

ARTICLEIX.MISCELLANEOUS

Section1.Contests&Promotions

Section2.Terms&ConditionsofContestsorPromotionsSection3.Guarantees&Warrantees

DEFINITIONOFTERMS

ANNEXES

AnnexATechnicalSpecificationsofQualifiersinReferencetoClaims&Devices

AnnexBAdvertising&PromotionsGuidelinestoImplementtheGenericsActof1988(RepublicActNo.6675)

AnnexCASEANCosmeticClaimsGuide

AnnexC1ASEANCosmeticDocument

AnnexDMilkCodeofthePhilippines(ExecutiveOrderNo.54)

AnnexD1RevisedImplementingRules&RegulationsoftheMilkCodeofthePhilippines

STANDARDSOFADVERTISINGOFTHE

ADSTANDARDSCOUNCIL,INC.

INTRODUCTION(tofollow)

SCOPEOFCOVERAGE

TheAdvertisingStandards&Rules ofProceduresof theAdStandardsCouncil apply tomembersofthePhilippinesAssociationofNationalAdvertisers,AssociationofAccreditedAdvertisingAgenciesandtheKapisananngmgaBrodkasterngPilipinasandalladvertisingmaterialsthatareowned,coursedthrough,handled,orplacedwiththem,asthecasemaybe. The screening of advertising materials shall be with respect to content of saidmaterials.

ARTICLEI

GENERALSTANDARDSOFPRESENTATION

Section1.RESPECTFORCOUNTRY&THELAW

a. Advertisements must not be injurious to the prestige of the Republic of thePhilippinesandtheFilipinopeople.

b. Advertisementsshouldnotunderminethepublics regardforgovernment, lawanddulyconstitutedauthority.

c. Advertisements shall not containmessages that deride or otherwisediscredit thelawanditsenforcement.

Section2.PHILIPPINESTANDARDSANDSYMBOLS

a. The use of the Philippine National Flag in advertising shall conform with thestandardssetby theNationalHistorical Instituteand theNationalCommission forCultureandArts.

b. The Philippine National Flag or any of its earlier versions and the Seal of theRepublic, if used, shall be as illustrative material only in sober and respectfulmannerwhosethemeispatrioticorcommemorative,orreflectstheheritageand/or

traditionsoftheFilipinopeople.

c. Historical/national events, national events, national heroes and national shrinesshallbepresentedaccuratelyandrespectfullyandusedtopromotepositivevalues.

d. TherepresentationofthePhilippineCurrencyinadvertisementsshallbegovernedby the rules promulgated by the Bangko Sentral ng Pilipinas Circular No. 61 s.1995).

Section3.RESPECTFORRELIGION,FILIPINOCULTURE&TRADITIONS

a. AdvertisementsmustendeavortopromotetheimprovementofthequalityoflifeofFilipinos,positiveFilipinoFamilyvalues,customsandtraditions.

b. Advertisements must respect religious beliefs, and be sensitive to the diversereligions, mores, culture, traditions, characteristics, historical background andidentityofthevariousFilipinocommunitiesandupholdtraditionalFilipinofamilyandsocialvalues.

Section4.SEX,PROFANITY,OBSCENITY&VULGARITY

a. Profanity, obscenity and vulgarity, or presentations that are offensive tocontemporary standardsof decency ormorals, and the indecentexposure of thehumanbody,oranyofitsparts,shallnotbeallowed.Actsgenerallyconsideredasindecentoroffensiveareprohibitedinanyadvertisingmaterial

b. Someexposureofthehumanbodymaybeallowedinadvertisementswheningoodtaste and relevant to the product or service beingadvertised, the situation beingportrayedor theaudiencebeingaddressed.However,suggestiveportrayalsshallnotbeallowed.

c. Advertisementsshouldnotdepictorexploitpersonsassexobjectsandshouldnotcontain offensive,obscene,blasphemous,profane,or vulgarwordsor phrasesoranysexualdoubleentendres.

d. Sexandrelatedsubjectscontainedinanadvertisingmaterialmustbetreatedwithcareandconformtowhatisgenerallyacceptedasproper.

e. Salacious, violent or indecent themes, sexual innuendo or stereotyping likely tocauseseriousorgeneraloffenseshouldbeavoided.

f. Explicitdepictionorgraphicdescriptionsofsexualorgans,othersensitivepartsofthebodyprohibitedinanyadvertisingmaterial.

g. Explicit depictionor descriptionof sexual acts, sexual perversionsandnudityareprohibitedinanyadvertisingmaterial.

h. Advertisingmaterials shall not condone or justify premarital sex or extramaritalsex.

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

Section5.CRIME,VIOLENCE&MORBIDITY

a. Advertisements should not exploit or tend to promote physical, verbal orpsychological violence or the use of deadly weapons (other than for lawfulpurposes)whetherachievedthroughrealorfictionalcharactersorsituations.

b. Advertisementsdepictingcrime,violenceandotheractsofwrongdoingor injusticeshallnotpresentthebehaviorasgoodorattractiveorbeyondretribution,correctionorreform.

c. Advertisementsshouldnotsuggestanyassociationwithviolenceorwithantisocialbehavior.

d. Advertisementsmustnotcontainanydirectorindirectreferencestodrugcultureorillegaldrugsorsubstanceabuse.

e. Criminalsshallnotbeglorifiedandcrimeshallalwaysbecondemned.

f. Violenceshallnotbeencouraged.Morbidandgorydetailsareprohibited.

g. Advertisingcontentthatarelikelytoinciteapersontoviolenceorcommitawrongorcrimeorantisocialbehaviorisprohibited.

a. Advertisements should not emphasize or dramatize ailments, distress or morbidsituationsorusesuchsituationsinanoffensivemanner.

ARTICLEII

STANDARDSOFPRESENTATIONFORCONSUMERPROTECTION&SAFETY

Section1.GENERALPROVISIONS

a. Advertisementsmustbehonest,truthfulandaccurateandcreatedforthebenefitoftheconsumerandgeneralpublic.

b. Advertisementsshouldnotbedeceptiveormisleadthepublic.

c. Advertisingofaproductorservicefoundbytheappropriategovernmentagencytobebelowstandardsorspecificationsortobeotherwiseunsafeshallnotbeallowed.

d. Advertising copy, slogan or terms should not tend to mislead, or confuse the

consumeras to thematerials, content, origin,utility or functionof anyproduct orservice.

e. Advertisements should always be readily perceptible as commercialannouncements and should not create anymisimpression that they are news oreditorial items or public service announcements. Applicable guidelines of therelevantmediaindustryshouldalsobeobserved.

f. Advertisementsshouldnotundulycapitalizeonfearorsowpanic. Neithershouldthey exploit public credulity related to superstition, psuedoscientific beleifs andpractices, such as supernatural powers, foretelling of the future, astrology,phrenology, palm reading, numerology,mind reading, hypnotism, faith healing orsubjectsoflikenature.

Section2.CLAIMSOFPRODUCT/SERVICEPROPERTIESORCHARACTERISTICS

a. Claimsofproductandservicepropertiesortheir intendedusageshouldbeclearlypresented and should not mislead the persons to whom they are addressed byinaccuracy,ambiguity,exaggerationoromission.

b. Theuseorincorporationofatestordemonstrationofaproductorservicepropertyor characteristicsmust clearly, fairly, factually and accurately present the test ordemonstrationconfirming theclaimedproductorservicepropertyorcharacteristic.The test or demonstration presented in advertisements must directly prove theclaimedproductorservicepropertyorcharacteristics.

Section3.MISLEADINGPRESENTATIONS

a. Anadvertisementmustnotcreateconfusionas to the identityof theadvertiserorthesourceoridentityofaproductorservice.

b. Advertisingmaterials shall not contain features, elements or visual and/or audalpresentations that are unique to the advertising of another brand regardless ofcategory.

Section4.PRICE&TERMS

a. Priceandpurchaseterms,whenused,shouldbeclearandcomplete.Whenpartsor accessories that the consumer might reasonably suppose to be part of theoriginal sale are availableonly at an extra cost or for further consideration, suchshouldbeclearlyindicated.

Section5.PUBLICSAFETY

a. Advertisementsshouldnotdepictdangerouspractices,showorrefertodangerousacts,orencouragedisregard forsafety.Whenaproductorservicehaspotentiallydangerous qualities, the advertisementmust be adequately qualified or balancedwithapositivepresentationoraclearwarningwithintheadvertisements.

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

ARTICLEIII

STANDARDSFORTHEPROTECTIONOFCHILDREN

Section1.PRESENTATION

a. Advertisementsandpromotionalactivitiesforproprietarydrugs,medicines,devicesandtreatmentsshouldnotbedirectedtochildren.

b. Advertisementsshouldnotencouragechildrentotakedrugsandmedicineswithoutthesupervisionofaresponsibleadult.

c. Advertisementsshouldnotencouragereckless,improperorantisocialbehaviorandshould not show children in activities that would normally not be allowed byresponsibleadultsforreasonsofsafetyorpropriety.

d. Advertisementsshouldnotunderminechildrensenjoymentofpresentpossessions.

Section2.ADVERTISEMENTSDIRECTEDATCHILDREN

a. Exploitationofchildrenisprohibited.

b. Advertisements directed primarily at the children should not exploit their naturalcredulity.

c. Alcoholic brand names, logos or trademarks must not be used on childrensclothing,toys,gamesorothermaterialsintendedforuseprimarilybypersonsunderthelegalpurchaseage.

d. Advertisements meant for children should not contain indelicate references toinfirmities or scenes depicting physical and mental cruelty. In general,advertisementsforchildrenshouldnotshowirresponsible,violentorreprehensibleacts/practices in amanner that may lead children to interpret or adopt them asnormaloracceptablesocialbehavior.

e. Advertisements directed at children shall in no way mislead children as to theproductsperformanceandusefulness.

f. Advertisements shall not encouragechildren topurchase productsor services tosupportthetelevision,radioorcabletelevisionprogram

Section3.USEOFCHILDRENINADVERTISEMENTS

a. The use of children in advertisementsmust conform to the requirements of theDepartmentofLaborandEmployment.

b. Children shall not be presented as being in contact with, or demonstrating aproduct, recognized as potentially dangerous to them. Advertising materialsdepictingordescribingactsthatwouldlikelytendtoharmchildrenisprohibited.

c. Nochildshallbeused,directlyorindirectly,inadvertisementsofgambling,gaminginstitutionsorgamesofchance.

ARTICLEIV

OTHERSTANDARDSOFPRESENTATION

Section1.DISPARAGEMENT

b. Advertisementsshallnotdirectlyor indirectlydisparage, ridicule,criticizeorattackany natural or juridical person, groups of persons or any sector of society,especiallyonthebasisofgender,socialoreconomicclass,religion,ethnicity,raceornationality.

c. Maliciously ridiculing or denigrating religion, culture, customs and traditions isprohibited.

d. References to minority groups should not be stereotypical, malicious, unkind orhurtful

e. References to religiousorpolitical beliefs shouldnotbeoffensive, deprecating orhurtful, and the use of religious themes and treatments by nonreligious groupsshouldbetreatedwithextremecare

f. Those who have physical or sensory impairment, or intellectually or mentallychallengedpersonsshouldnotbedemeanedorridiculed

g. Advertisementsshouldnotdirectlyorindirectlydisparage,ridiculeorunfairlyattackcompetitorsornoncompetitors,competingornoncompetingproductsorservices,including distinguishing features of their advertising campaigns such as specificlayout,copy,slogan,visualpresentation,music/jingleorsoundeffects

h. Advertisements shall not make any presentation that brings advertising intodisreputebothasaprofessionandasabusinessactivity

i. HumorshouldnotbeusedtocircumventtheintentionofthetheseStandards

Section2.COMPARISONADVERTISING

a. A comparison of competitive products or services must provide a clear,substantiated and verifiable bases for any comparative claim favorable to theadvertiser.

b. Anunqualified,sweepingclaimmaybepermitted only if proven tobe true on allmaterialrespectsinrelationtoallproductsofthesamecategoryinthemarket.

c. Indirectcomparisonadvertisingmaybepermittedprovideditdoesnotusesymbols,slogans, titles, or statements that are clearly identifiedor directly associatedwithcompetitivebrands.

d. Competitive claims inviting comparison with a group of products or with otherproduct categories (without identifying any specific brands) may be allowedprovidedtheseareadequatelysubstantiated.

e. Directcomparisonadvertisingisallowedonlyinproductcategoriesthathaveclear,definite,acceptedtechnologybenchmarks.Inparticular:

1) Productfeatures/attributesbeingcomparedshouldbeverifiable,measurableand/ordefinable

2) Comparisonmustbequantitativeratherthanqualitative

Comparisonmustnotbemisleading,disparaging,exaggerated

f. Directcomparisonislimitedtoproductsintendedforthesamepurposeorbelongingto the same class or category. Subjects of direct comparison must be clearlyidentifiedwithoutviolatingIntellectualPropertyRights.

g. Direct comparison advertising shall be allowed only in the following productcategories:

1) Automotivevehiclesexcludingautomotiveproducts2) Consumerdurables(whiteandbrownlines)3) AirlineandShippingLines4) Musicalinstruments,Entertainment5) Telecommunications or mobile products excluding networks and Internet

ServiceProviders

h. Parityclaimsareallowedprovidedtheyareproperlyqualifiedandsubstantiated.

Section3.BEFOREandAFTERCOMPARISONS

a. Before and After situations must reflect truthful and factual comparisons.Comparisons of the antecedent situationwith the subsequent situationmustnotbeexaggeratedormisleading.

b. Advertisements comparing before and after situations should cite withprominencethespecifictimeelapsedbetweenthetwosituations.

Section4.USEOFNEWORIMPROVED

a. Thewordnew, improvedor introducingorsimilarwordswhichconnote newness oran improvementof aproductmaybeused inadvertisementsonly foraperiodofone(1)yearfromthetimetheneworimprovedproduct/servicehasbeenintroducedinthemarket,excludingreasonabletestmarketperiods.

b. Whereclaimedimprovementrelatesnottotheproductsbasicutilityorfunctionbuttooneofitsotherfeatures,suchasappearance,fragrance,colororpackaging,thewordneworimprovedmaybeusedonlyifclearlylimitedtothespecificchange(e.g.,newfreshfragranceornewplastic/bottle).

c. Apermanentpricereductionorpricerollbackmaybeused inadvertisementsonlyforaperiodofone(1)yearfromthetimethereductionorpricerollbackhasbeenintroducedinthemarket.However,thereisnotimeframeforthemerementionofaproduct price as long as there is no reference to a previous price or a pricereduction.

Section5.SUGGESTIVEBRANDNAMEADVERTISING

Advertisements forany productwhosebrandnamemay suggest a differentproduct,commodity or product form or nature should contain a clear statement of the truenature of theproduct represented by that brand name (e.g. TrueMilk, A FilledMilkProduct).

ARTICLEV

PRODUCTCLAIMS

Section1.CLAIMSONINGREDIENTS

a. Advertisementsshouldnot containany reference toan ingredient thatcould leadthe public to assume that a product contains a specific ingredient unless theingredients quantities and properties as well as the material benefit that resultsfromitsinclusionintheproductformulationhavebeentechnicallysubstantiated.

b. Advertisementsshouldnotimplythatacertainbenefitisduetoaspecificingredientunlessaverifiablecauseandeffectrelationshipexists.

Section2.DATAREFERENCES

a. Data referencesmust always be from results of a bona fide research, survey ortests.

b. Reference todataorresultsofabonafide research,surveys,or testrelating toa

productshouldnotbesopreparedor disseminated inamisleadingor inaccuratemanner, including by creating or claiming any implication beyond that clearlyestablishedbytheresearch,surveyortest.

Section3.QUALIFIERSINREFERENCETOCLAIMS&OTHERDEVICES

ForAdvertisingmaterialsthatrequirethepresenceofqualifiersinreferencetoclaims,including thedevices NoApprovedTherapeuticClaims, DrinkModerately,and thelike, suchqualifiers in reference toclaimsor devicesmustcomplywith the technicalspecificationsattachedasAnnexA,hereoftoforpartoftheseStandards.

Section4.NO.1CLAIM(OREQUIVALENT)

a. NoNo.1claimwithrespecttoanyproductorserviceshallbeallowedunlessitissubstantiatedandclearlydelineatedandqualifiedastorendertheclaimobjectivelyverifiable.

b. ThesubstantiationofaNo.1claimshallcoveratleasttheimmediatelypreceding12month period and should be supported by data from independent sourcesacceptabletotheAdStandardsCouncil. Intheabsenceofdatapertaining tothelast 12month period, the substantiation may be based on the latest availablereliableandbonafidefiguresprovidedtheseareshowntobereasonablycurrenttothesatisfactionoftheAdStandardsCouncil.

c. Substantiation(s)foraNo.1salesclaimmustconfirmthattheclaimantis leadinginboth (i)physical unitssoldand (ii)in the resultingpesovolumeon acumulativebasis. No.1 claims made on any other basis may be allowed only if the AdStandardsCouncil is satisfied that thebasisandscopeof theclaim is clear andadvertisementisnotmisleadinginanyway.

d. ANo.1claimwithoutaqualifierwillbetakentomeanasNo.1insales.

e. ANo.1claimmaybemadeonlywithrespecttoaclearlydelineatedanddefinedcategoryofproductorservice.

f. NoproductorservicewithoutacompetitormaymakeaNo.1claim.

g. A claim to be No.1 in sales relating only to specific area(s), must prominentlyspecifythearea(s)covered.

h. Apreviouslyallowed No.1claimcanbeordereddiscontinuedorprevented frombeing used by the Ad Standards Council if it is proven by a competitor that itscumulativesales figures (minimumsixmonths)put itaheadof the leadingbrand.However,forthechallengerbrandtoearntherighttoclaimNo.1,a12monthbasisisstillneeded.

Section5.TESTIMONIALS

a. Testimonialshouldrelatetotheproductbeingadvertised.

b. Testimonialclaimsshouldbegenuineandtruthful.Fictitioustestimonialsshouldnotbepresentedasthoughtheyaregenuine.

c. Testimonialsshouldonlybeusedwiththewrittenpermissionofthosegivingthem,unlesstakenfromapublishedsourcethatmustbeproperlyquotedwithattributionof the source. The advertiser must substantiate a testimonial by submitting theoriginal written, dated and signed testimony, duly subscribed and sworn to,supportingtheendorsement.Ifthetestimonyquotesapublishedsource,acopyofthepublicationmustbesubmitted.

d. Testimonialsshouldbecategoricallystatedasapersonalexperienceoropinionofthe endorserand should be clearly presented as part of a testimonial statement.The testimonial must use qualifiers e.g. In my opinion, Para sa akin, In myexperience.

e. Testimonials based solely onsubjective judgment are allowed provided that theyare not presented as statementsof fact.Whensuch testimonials include specificclaimsregardingproductorserviceperformance,theseclaimsshouldbesupportedwithindependentevidenceontheaccuracyof,orconsistentwith,theactualproductorserviceperformance.

f. Testimonialsshallnotbeusedtocircumvent:

1) aprohibitedclaim,or2) therequirementforsubstantiationotherthanthetestimonyitself,or3) regulations of government bodies pertaining to use of claims on the

productorservice.

g. TestimonialsofprofessionalsorgroupsofprofessionalsshouldobservetheEthicsoftheirprofessionsandshouldnotviolateregulationsofthegovernmentbodiesorinstitutionsregulatingthatprofession.

h. Individualperson(s)endorsingaproductorserviceincommunicationmaterialsandwhoispresentedasanexpertmusthavedemonstrablecredentialstosubstantiatethe claimed expertise. His or her endorsement must be supported by an actualexercise of his/her expertise in evaluating the product or service features orcharacteristics. Such evaluation must be relevant and available to an ordinaryconsumersuseoforexperiencewiththeproduct.

i. Endorsementsby an organization aredeemedas judgment(s) bya groupwhosecollectiveexperienceoutweighsthatofanindividualmember.Theadvertisermustprovideevidencetosubstantiatethattheorganizationsendorsementwasreachedby a process sufficient to ensure that it reflects the collective judgment of theorganization

j. Advertisements shall not contain or feature testimonials/endorsements ofmodels/endorsers which contradict/dispute previous competitive endorsements ormake direct reference to previously endorsed competitive brands by the samemodels/endorsers, within a period of fifteen (15) months from the last airing or

publicationofbroadcast/printadvertisementsofsaidcompetitivebrandscontainingthecompetitiveendorsements.

k. Noadvertisingcanmakeanyreference toadvicereceivedfromtheAdStandardsCouncilorimplyendorsementbytheAdStandardsCouncil.

Section6.SCIENTIFICORTECHNICALCLAIMS

a. All references to laboratory data, statistics and scientific terms used should bepresented fairly and in their correct context and should not be presented as tocreateanimpressionotherthanthatoriginallyintendedbythesource.

b. Visualrepresentationoflaboratorysettingsmaybeemployed,provideditbearsadirectrelationshiptoandaccuratelyreflectsthebona fideresearchconductedfortheadvertisedproductorservice.

c. In case of references to tests by professionals or institutions (e.g., doctors,engineers, research foundations), documentedandauthoritativeevidenceshouldbesubmittedtosubstantiatesuchtestsandtheclaimsbasedthereon.

ARTICLEVI

NONPRESCRIPTIONDRUGS,DEVICESANDTREATMENTSANDOTHERREGULATEDPRODUCTS&SERVICES

Section1.GENERALPROVISIONS

a. No pharmaceutical productmay be advertisedunless it hasbeenduly registeredwiththeBFAD.Onlynonprescriptiondrugsmaybeadvertisedinthemassmediaprescriptiondrugscanonlybeadvertised through publicationssolely intended forthemedicalandalliedprofessions.

b. Whereapplicable,advertisementsofpharmaceuticalproductsmustcomplywiththerequirementsof theGenericsActof1988(R.A.6675)andits ImplementingRulesand Regulations. Advertising & Promotions Guidelines of covered products isattachedasAnnexBtoformpartoftheseStandards

c. Advertisements for nonprescription drugs, devices and treatments should notdescribeordramatizedistress(e.g.,deathorseriousillness)inamorbidmanner.

d. Advertisementsofallnonprescriptiondrugsshouldprominentlycarrytheadvice,Ifsymptomspersist,consultyourphysician.

e. Advertisements of the benefits or use of nonprescription drugs, devices andtreatmentsshouldbebasedon,orbewithinthecontextofandconsistentwiththeindicationsandlabelingofsaidproductsasapprovedbytheBFAD.

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

g. Advertisementsof productsdesigned tocalm,sedateorstimulate should refer tothe temporary symptomatic relief provided andshould include a recommendationthatlabeldirectionsbefollowed.

h. Advertisementsshouldnotoffer falsehopes in the formofacureor relief for thementallyorphysicallyhandicappedeitheronatemporaryorpermanentbasis.

Section2.SPECIALTERMINOLOGY/CLAIMS

a. Inadvertisingmedicalproducts,claimsthataproductwilleffectacureandtheuseofsuchwordsassafe,withoutrisk,harmless,instant,effectiveortermsofsimilar importshallnotbepermitted,unlessbasedonorwithin thecontextofandconsistentwith the indications and labeling of said products as approved by theBFAD.

b. Asageneral rule, theuseof safe, without risk, harmlessorwords ofsimilarimportshallnotbeusedforallproductsthathavecontraindicationsorwarningsonuse. The advertiser has the burden of proving the appropriatenessof using thetermsafethroughaBFADapprovaltousetheclaim.

c. Advertisementsshouldnotcontainclaims thataproductor treatmentwillpromotesexual virility, or be effective in treating sexual weakness, conditions associatedwithsexualexcessoroverindulgence,oranyailment,illnessordiseaseassociatedwiththesehabits.

d. Nonprescription drugs devices treatments may not be directly or indirectlyadvertisedastheanswertoconditionsofprematureagingor lossofvirility,unlessofficiallysoallowedinwritingbytheBFAD.

e. Advertisements should not offer any product or treatment for slimming/ weightreductionorfigurecontrolifindependentmedicalopinionconsidersthattheuseoftheproductortreatmentcanbeharmful.

f. The word tonic when used in advertisements shall state clearly the specificpurpose forwhich the tonic is tobe used or taken andshall not claim nor implytreatmentorresultsrelatedtosexualpotency,inadequacyortheagingprocess.

Section3.MEDICALPRACTITIONERS

a. Advertisements of nonprescription drugs, devices, treatments and medicalequipmentwithendorsementsbyamedicalpractitionershallbesubjecttotheCodeof Ethics and applicable laws and rules of his profession. In any event, whereallowed, such advertisements or endorsementsmay state only the professionalsname, address, office hours and licensed area of practice or specialization.Specializationshallmeantheparticular fieldofpractice forwhichtheprofessionalhastheappropriateeducation,trainingandexpertise.

b. When endorsements, direct or implied, of nonprescription drugs, devices,treatments andmedical equipment by a medical practitioner is prohibited by theCode of Ethics and applicable laws, rules and regulations of this profession,endorsementsbyactorsportrayingthemedicalpractitionershallnotbeallowed.

c. Advertisements for the services of a medical practitioner shall be subject to theCodeofEthicsandapplicablelawsandrulesofhisprofession.Theadvertisementmaynotmentionany specificailments.Unlicensedmedical practitionersshall notbeallowedtoadvertisetheirservices.

d. No clinic or hospital shall be used or portrayed in advertisements without theknowledgeofandthewrittenpermissionfromitsproperauthority/ies.

Section4. VITAMINS,FOODSUPPLEMENTS&MINERALS

a. Advertisementsshouldnotstateor imply thatvitamins, foodsupplements,and/ormineralsand/orsimilarproductsalonecanensureorpromotegoodhealth.Neithershouldadvertisementsstate or imply thatgoodhealth is likely tobeendangeredsolelybecausepeopledonotsupplementtheirdietwithvitaminsand/ormineralorsimilarproduct.

b. Advertisements of vitamins, food supplements and/or minerals and/or similarproducts should prominently carry the device NO APPROVED THERAPEUTICCLAMS. No Approved Therapeutic Claim in all television advertisementsshouldbeshown/flashed in a separate framewithnoothercopy orvisual at theendofamaterial.

c. Advertisements of vitamins, food supplements and/or minerals and/or similarproductsshouldnotbepresented insuchamannerthatnegatesthemessageofNoApprovedTherapeuticClaims.

d. Theuse of testimonialsorendorsementsportraying theproductas acure of, orrelief from,anailment ormedical condition that is not substantiated by clinicallybasedstudiesshallnotbeallowed.

Section5.PROMOTIONS

a. Advertisements for propriety drugs, devices and treatment offering prizes,promotions,competitionsandadditionalrewardsorbenefitsotherthanthosewhichcan be reasonably expected from the products use, or otherwise involving anypromotionmusthavetheexpresswrittenapprovaloftheBFAD.

b. Aproprietydrug,deviceormedicinemaynotbeusedasapromotionalitemforanyproductorserviceswithouttheexpresswrittenapprovaloftheBFAD.

Section6.ALCOHOLICBEVERAGES

a. Advertisements must not imply that alcohol beverage consumption is arequirementforsocialacceptanceand/orsexualattractiveness.

b. Advertising for alcoholic beveragesshould not present abstinence inanegativelightorimplythatitiswrongorfoolishtorefuseadrink.

c. Advertisementsforalcoholicbeveragesshouldnotdepicttheactofdrinkingsuchastheliquidenteringthemouthand/orbeingswallowed

d. Advertisementsshouldnotpromoteexcessiveand/orheavydrinking.

e. Advertisementsshouldnotpromoteexcessivedrinkingnorshoulditimplythatthebehaviorofheavyorrapiddrinkingorbingedrinkingisattractiveorappropriate.

f. Advertisementsshouldnotclaim thatdrinkingbringsabouttherapeutic,sedative,tranquilizing or stimulating effects or that drinking enhances sexual prowess orappeal.

g. Advertisingmustnotpromotealcoholasamedicine.Advertisingandpromotionalmaterialsmustnot imply thatalcoholhas theability toprevent, treatorcureanyhumandisease.Norshould theycreate the impression thatalcoholconsumptionenhancesmental ability or physical performance, e.g.whenengaging in sports.Advertisingmustnotpromotealcoholicbrandsasenergydrinks.

h. Advertisementsshallnotbepositionedasahealthdrinkand/orasa therapeuticdrinksuchas:

1) Thatitaidsinmaintainingorreducingweight2) Beingpartofanexerciseorfitnessregime3) Allowing irresponsible or excessive consumption because of their low (er)

calorieorcarbohydratecontent

i. Advertisements should not in any manner represent or imply that drinking anddrivingaresafecompatibleactivities.

j. Advertisingandpromotionalmaterialswill notdepictactivitiesor locationswheredrinkingalcoholbeverageswouldbeunsafeorunwise.Inparticular,nomarketingcommunicationshouldimplythattheconsumptionofalcohol isacceptablebeforeor while operating machinery, driving a vehicle or undertaking any otheroccupationthatrequiresconcentrationinordertobecarriedoutsafely.

k. Advertisements for alcoholic beverages shall not be aimed at or directed tominorsasthetargetaudience.

l. Peopleshowninadvertisementsofalcoholicbeveragesmustbe21yearsoldandmustlookadult.

m. Datagatheredrelatedtoalcoholicbeveragesfromrespondentsbelow18yearsofageshallnotbeacceptedassupporttoclaims.

n. Alcoholic beverageadvertisements should prominently carry the device DRINKMODERATELY. Drink moderately in all television advertisements should beshown/flashed in a separate framewith no other copy or visual at the end of amaterial.

o. All brandwebsitesand otherpromotionalactivitieson the internetmustask forconfirmationthatthosewhousethesiteareoftheappropriatelegalpurchaseagefor alcohol beverages as prescribed by the law. In addition, all brandwebsitesmust contain a social responsibility statement and links to those social aspectsorganizationse.g.ThePortmanGroupandTheCenturyCouncil

Section7.CIGARETTESANDTOBACCOPRODUCTS

No direct or indirect advertising or marketing of cigarettes or tobacco products isallowed. Advertising materials shall only be at the Point of Sale/Purchase and inaccordancewithlaw.

Section8.GAMBLING&GAMESOFCHANCE

Theadvertisementofgamblingandothergamesofchanceisnotallowed,exceptthoseforms authorized by law, and in such case shall only be in the form of corporateadvertising.

ARTICLEVII

SPECIALPRODUCTS&SERVICES

Section1.BANKING&FINANCIALSERVICES

a. Advertisements for financial servicessuchas lending, investingandothersimilartransactionsshouldcomplywithapplicable rules, regulationsandcircularsof theBangkoSentralngPilipinas,theSecuritiesandExchangeCommission,andotherappropriategovernmentagencies.

b. Such advertisements should contain a sufficiently clear, concise and completestatementofall thematerial termsandconditionsoftheoffered financialproduct,transaction or service so that the consumer is fairly apprised of the totalconsiderationforandtheessentialnatureoftheproduct,transactionorservice.

c. Whereotherspecificdetails thatcould influencetheconsumersdecisionarenotstated,theadvertisementshouldsoindicatethisandthemannerinwhichcompleteinformation may be obtained. For this purpose, the advertisement may use astatementsuchas Forotherimportantdetailsand information,pleasecontactorsee_________.

Section2.EDUCATIONAL/TRAININGINSTITUTIONS

Advertisements for educational, development or training institutions or enterprisesshould not exaggerate or mislead regarding the opportunities supposedly awaitingthosewhoenrollinorcompletetheircourses.

Section3.ARTICLESTHATREQUIREASSEMBLING

Allproducts,whichrequireassembling,shouldstatethisclearlyandprominentlyintheiradvertisements.

Section4.ADVERTISINGFORCHARITABLECAUSES

Advertisements involving charitable causes as beneficiaries should indicate theparticularbeneficiary.

Section5.CORPORATEADVERTISING

Corporate advertising must be fair, truthful and accurate it should not contain anyexaggerations orsweepinggeneralizations thatmaymislead thepublic regarding theadvertiser or the attributes of its products or services. Where the advertisementscontainspecificclaimsregarding thecompanyor itsproductorservices,suchclaimsmustbeverifiableandsubjecttosubstantiationinthesamemannerasregularproductorserviceadvertisements.

Section6.INFANTFORMULA

Advertisementsof Infant Formulamust complywith theMilk Codeof the PhilippinesanditsImplementingRulesandRegulations.

Section7.COSMETICS

Advertisements for cosmetic products must conform with the requirements ofregistrationwith theBFAD and the relevantprovisions of theASEANHarmonizationSchemeonCosmetics.

Section8.AGROCHEMICALANDVETERINARYPRODUCTS

In addition to the requirements of this Code, the advertising of agrochemical andveterinaryproducts,particularlyfertilizersandpesticides,shall likewisetogovernedbyand should comply with the specific advertising guidelines set out by the Food andAgriculture Organization (FAO) Code of Ethics as well as all rules and regulationsissuedbyappropriategovernmentalagencies.

ARTICLEVIII

PRICEADVERTISING

Section1.GENERALPROVISIONS

a. All price comparisonsshould conform to Rule IV (PriceAdvertising),Chapter VI,TitleIIIoftheDepartmentofTradeandIndustrysD.A.O.No.2,s.1993.

b. Advertisements should not contain misleading, exaggerated or fictitious pricecomparisons, discounts or other claimed savings. All indicated prices and othereconomic terms should be complete and accurate and should not mislead thepublicbydistortion,omissionorundueemphasis.

Section2.DISCOUNTORSPECIALPRICE

a. Advertisements relating to a discount price shall not be allowed unless thediscounted price is compared to the previous price and the discount price ismaintainedthroughoutthepromotionalperiodadvertised.

b. PromotionsfordiscountsandspecialsalesmustcomplywithDepartmentofTradeand Industry (DTI) rules and regulations and the terms and conditions of thepromotionapprovedbytheDTI.

c. Wherespecialprices,promotions,discount,salesandthelikeareapplicableonlyinspecific geographical areas, stores or outlets, such information or qualificationshouldbecontainedandclearlypresentedintheadvertisingmaterial

d. Advertisements for special sales should conform with applicable governmentregulations.Inanycase,suchadvertisementsshouldcontainnofalseormisleadingprice or savings claims and should specify which store, branch, department andlinesofgoodsarecoveredbythesale.

Section3.INSTALLMENTS,LEASEPURCHASEETC.

a. Offers for sale on installments, leasepurchase arrangements, or other similarpricingmechanismmustbeclearlypresentedandmustshowthecomplete termsandconditionsoftheoffer.Thetotalconsiderationthatistobepaidbythepublic,includinganychargesorextrafees,ifany.

b. Advertisementsforinstallmentsales,leasepurchaseandothersimilartransactions(includingthosewheretheconsiderationfortheproductorserviceistobepaidovera period of time) whichmakes any reference to prices or terms should likewiseprovide all pertinent information on terms of payment, additional charges, if any,andall othereconomicof financial featuresof the transactionsoas to reflect thetotalcost/considerationforthegoodsorservicesbeingadvertised

ARTICLEIX

MISCELLANEOUS

Section1.CONTESTS&PROMOTIONS

a. Advertisementsofcontestsorcompetitionsmustconformtotheregulationsoftheappropriategovernmentagency.

b. Advertisements in the form of, or with contests and promotions offering prizes,additional rewardsorbenefitsfor thepurchaseofaproductorservicemusthavepriorwrittenapprovaloftheDTI.

Section2.TERMS&CONDITIONSOFCONTESTSORPROMOTIONS

a. The word win and/or words of similar meaning may not be used withoutqualificationorasacategoricalclaimtoimplyacertaintyofwinningunlessjustifiedbythemechanicsofthepromotion.

b. Specificprices,whichcanbewonbyasingleindividual,mustbemadeclearandthetotalvalueofthepricesmaybeusedonlyifplainlydescribedastheaggregatevalueofseveralprizes.

c. Advertisementsofraffles,contests,orcompetitions,whichofferprizesshouldstateallthematerialconditionsforparticipation.However, ifnodetailsorconditionsareannounced,theadvertisementshouldalsostatehowandwherethepurchasermayobtainfulldetailsoftherules,e.g.,Seepostersandprintadsfordetails.

d. Thewordfreeorwordsofsimilarmeaningmaybeusedinpromotionaladvertisingonlyunderthefollowingconditions:

d.1.Thenormalorregularpriceoftheproductorservicebeingpurchasedhasnotbeenincreased.

d.2.Thefreeitemisnotintegralornecessarypartofacompleteunitthatisbeingsold.

d.3. The free item provides a value to the consumer inaddition to the originalproductorservice,e.g.accessories,premiums,extraproduct,extraweightorextravolume.

Section3.GUARANTEES&WARRANTIES

Advertisements with guarantees or warranties should clearly and conspicuouslydisclosethenature,value,extent,anddurationofaguaranteeorwarranty.

DEFINITIONOFTERMS

(TOFOLLOW)

ANNEXA

TECHNICALSPECIFICATIONSOFQUALIFIERSINREFERENCETOCLAIMS

ANDDEVICES

Advertisingmaterials requiring thepresenceofqualifiers in reference toclaimsordevices,suchshouldcomplywiththefollowing:

a. Textmustbeinlowercasewithuppercaseusedonlywherenormalforpunctuationand in words or abbreviations commonly capitalized. Ornate, heavily serifed, italictypefacesandthelikeshouldbeavoided.

b. Wherethebackgroundtothetextmaybedistracting(e.g.whenit ismovingorcutsfromoneviewtoanother)itwillnormallybenecessarytoplacethetextonanopaquesinglecoloredblock.

c. Sizeoftextshouldbeprominentlyandclearlyreadable

d. DURATIONOFHOLD

1) Short (9 words or less) captions: 0.2 seconds per word plus 2 secondsdurationtime.

Numberofwords/Durationinseconds,inclusiveofrecognitiontime.

NumberofWords DurationofHold(InSeconds)

1 2.2.2 2.43 2.64 2.85 3.06 3.27 3.48 3.69 3.8

2) Long (10 words ormore) captions: 0.2 seconds perword plus 3 secondsrecognitiontime.

e. TEXT/BACKGROUNDLEGIBILITYEFFECTS

1) Certaincolorcombinationshavebeenfoundtomaketextdifficulttoreadandsoshouldbeavoided.

Character(text)Color BackgroundWhite YellowYellow White,cyanCyan Green,yellowGreen Cyan,blueMagenta RedBlue Black

2) Otheracceptablecombinations:

TextColor BackgroundWhite Magenta,red,green,blue,blackYellow BlueCyan BlueGreen Yellow,whiteMagenta White,yellow,cyan(green)Blue White

f. PRINTEDMATERIALS(Printpublication,merchandisingmaterials,collaterals)

1) The acceptable type size for a qualifier should be no less than 10 pointtype.Suchqualifiershouldbeprominentlyreadable.

2) Undernocircumstancesshouldasterisksymbolspairedwith footnotesbeallowedtoserveasqualifiers.

g. OUTDOORMATERIALS:

1) The acceptable size for a qualifier should be no less than 14 inches ifdisplayed in Metro Manila and 20 inches if the face is to be displayedoutsideofMetroManila.RecommendedfontisHelveticaboldandthecolormustbecontrastingtothebackgroundcolor.

2) Undernocircumstancesshouldasterisksymbolspairedwith footnotesbeallowedtoserveasqualifiers.

ANNEXB

ADVERTISING&PROMOTIONSGUIDELINESTOIMPLEMENTTHEGENERICSACTOF1988(R.A.6675)

1. When a print advertisement shows the product with its label, the provision onproductlabelingshallapply.

2. Whenaprintadvertisementusesthebrandnameinitsheadline,thegenericnameshallbeplacedimmediatelybeforeorafterthebrandname,renderedinthesametype size as the brand name and shall be enclosed in an outlined box, thebackgroundcolorofwhichisthesameasthebackgroundcoloroutsidethebox.

3. When thebrandname ismentionedin thebodycopy,thegenericnameshallbeplaced immediatelybeforeorafterthefirstmentionofthebrandname,butusingthesametypesizeasthatofthebrandnameandshallbeenclosedinparenthesis

4. AdvertisementsonTelevision,Cinema,ElectronicBillboards

a. Television,Cinemaandelectronicbillboardadvertisements30secondsormore

1) If the label on the product shot is not reasonably readable, thegeneric name shall be prominently shown with the first productshot.

2) AllTV,Cinema,electronicbillboardadvertisementsshallendwiththe following audio: (GENERICNAME) is the generic name for(BRANDNAME),providedthat theaudio isvoiced togetherwiththeproductshotprominentlyshowingthegenericname.

3) Otherwise, the textof thewholestatementshallbeshown foratleast2secondswithouttheaudio.

b. Television,Cinema,Electronicbillboardadvertisements15secondsorless1) The genericname should bementioned or shown at least once

withinthecommercial.

c. Advertisements featuring two ormore products shall mention or show atleastoncethegenericnameofeachbrandedproductfeatured.

5. RadioAdvertisements

a. Radioadvertisements30secondsormore

1) All radio advertisements should end with the following line:

(GENERICNAME)isthegenericnamefor(BRANDNAME).

b. Radioadvertisements15secondsorless

1) The generic name shall be mentioned at least once within thecommercial.

6. InnocaseshallthevoicelevelofthegenericnamebelowerthanthebrandnameinallTV,CinemaandRadioadvertisements.

ANNEXC

ASEANCOSMETICCLAIMSGUIDE

ANNEXC1

ASEANCOSMETICDOCUMENT

ANNEXD

MILKCODEOFTHEPHILIPPINES

ANNEXD1

REVISEDIMPLEMENTINGRULES&REGULATIONSOFTHEMILKCODEOFTHEPHILIPPINES