Internet and Mobile Advertising Code of Ethics

The Internet and Mobile Marketing Association of the Philippines (IMMAP) recently released its Internet and Mobile Marketing Code of Ethics that aims to create a standard for Philippine practitioners to observe and be a means for self-regulation. This policy paper is due for ratification and recognition by the AdBoard of the Philippines. Once done, all Internet and mobile advertising industry complaints shall be referred to IMMAP for resolution. Its salient features are: No to false advertisement. Deceptive, false, and misleading advertisements are prohibited under the Consumer Act of the Philippines. Advertisements that are disguised as prompt messages or forms giving you a perception that you won even though you haven't are some examples of these. Ads directed to children. Any personal information must be done with parental consent especially those that ask specific information that are not usually provided to strangers. Discriminating ads. Internet and mobile ads that discriminates or assails a group, organization, or person is not permitted whether in public, private, or protected form. Sexual, violence, and illegal content. Ads that promote drugs, obscenity, vulgarity, offensive presentations, and dangerous practices are not allowed. Fake products. Association members should watch out for advertisements being placed in their site or assignments of products that are fake, misrepresentation, or counterfeit in nature. No hate campaigns. This is especially true for political advertisements. Testimonial claims, quotations or reference to research data, and before or after actual comparison must be truthful and factual. Promotions. Terms and conditions must be clearly presented. It must conform with government regulations. Drugs, devices, and treatment advertisements must all be done with BFAD approval. Non-prescription drugs should always carry the advice "if symptoms persist, consult your physician." Claims of product being safe, without risk, effective, among others are not permitted unless it is consistent with product labeling indications. Tobacco products are not allowed to be advertised online or offline. Using Philippine standards and symbols like the country's flag should be done in compliance with relevant laws such as the Republic Act 8491 – Flag and Heraldic Code of the Philippines. There are numerous online ads today that uses our country's flag. Online media site should be wary of accepting ads of this nature as the law does not allow it. Email, text messages, and newsletters must be done with user consent. Identity of the sender must be clear along with instructions on how to unsubscribe should the user no longer want to receive future messages. It will be a challenge to carry this out as it will affect all Philippines-entities who uses the Internet and mobile phone to advertise. However, rather than relying solely on government for resolution of concerns, the private sector taking the lead through self-regulation is a welcome move. I look forward to your insights.