Art. 108. Declaration of Policy. - The State shall protect the consumer
from misleading advertisements and fraudulent sales promotion practices.
Art. 109. Implementing Agency.
- The Department of Trade and Industry shall enforce the provisions of this Chapter and its implementing rules and regulations:
Provided, That with respect to food, drugs, cosmetics, devices and hazardous substances, it shall be enforced by the Department
AND MISLEADING ADVERTISEMENT
Art. 110. False,
Deceptive or Misleading Advertisement. - It shall be unlawful for any person to disseminate
or to cause the dissemination of any false, deceptive or misleading advertisement by Philippine mail or in commerce by print,
radio, television, outdoor advertisement or other medium for the purpose of inducing or which is likely to induce directly
or indirectly the purchase of consumer products or services.
advertisement shall be false, deceptive or misleading if it is not in conformity with the provisions of this Act or if it
is misleading in a material respect. In determining whether any advertisement is false, deceptive or misleading, there shall
be taken into account, among other things, not only representations made or any combination thereof, but also the extent to
which the advertisement fails to reveal material facts in the light of such representations, or materials with respect to
consequences which may result from the use or application of consumer products or services to which the advertisement relates
under the conditions prescribed in said advertisement, or under such conditions as are customary or usual.
Art. 111. Price Comparisons. - Comparative price advertising by sellers of consumer products or
services shall conform to the following conditions:
(a) Where the comparison relates to a former price of the seller, the item compared shall either have been sold
at that price within the ninety (90) days immediately preceding the date of the advertisement, or it shall have been offered
for sale for at least four (4) weeks during such ninety-day period. If the comparison does not relate to an item sold or offered
for sale during the ninety-day period, the date, time or seasonal period of such sale or offer shall be disclosed in the advertisement.
Where the comparison relates to a seller's future price, the future price shall take effect on the date disclosed in the advertisement
or within ninety (90) days after the price comparison is stated in the advertisement. The stated future price shall be maintained
by the seller for a period of at least four (4) weeks after its effective date: Provided, That compliance thereof may be dispensed
with in case of circumstances beyond the seller's control.
Where the comparison relates to a competitor's price, the competitor's price shall relate to the consumer products or services
advertised or sold in the ninety-day period and shall be representative of the prices similar consumer products or services
are sold or advertised in the locality where the price comparison was made.
Art. 112. Special Advertising Requirements for Food, Drug, Cosmetic, Device, or Hazardous
Substance. - (a) No claim in the advertisement may be made which is not contained in the label or approved by the
(b) No person shall advertise any food,
drug, cosmetics, device, or hazardous substance in manner that is false, misleading or deceptive or is likely to create an
erroneous impression regarding its character, value, quantity, composition, merit, or safety.
Where a standard has been prescribed for a food, drug, cosmetic, or device, no person shall advertise any article or substance
in such a manner that it is likely to be mistaken for such product, unless the article complies with the prescribed standard
(d) No person shall, in the advertisement
of any food, drug, cosmetic, device, or hazardous substance, make use of any reference to any laboratory report of analysis
required to be furnished to the concerned department, unless such laboratory report is duly approved by such department.
Any businessman who is doubtful as to whether his advertisement relative to food, drug, cosmetic, device, or hazardous substance
will violate or does not conform with this Act or the concerned department's pertinent rules and regulations may apply to
the same for consideration and opinion on such matter before such advertisement is disseminated to the public. In this case,
the concerned department shall give its opinion and notify the applicant of its action within thirty (30) days from the date
of application; otherwise, the application shall be deemed approved.
No person shall advertise any food, drug, cosmetic, device, or hazardous substance unless such product is duly registered
and approved by the concerned department for use in any advertisement.
Art. 113. Credit Advertising. - No advertisement to aid, promote, or
assist, directly or indirectly, any extension of consumer credit may:
(a) state that a specific periodic consumer credit amount or installment amount can be arranged, unless the
creditor usually and customarily arranges credit payment or installments for that period and in that amount; and
state that a specified down payment is required in any extension of consumer credit, unless the creditor usually or customarily
arranges down payment in that amount.
Art. 114. Advertising of Open-end Credit Plan.
- In case of an open-end credit plan, the rate of interest and other material features of the plan shall be disclosed in the
Art. 115. Special
Claims. - Any advertisement which makes special claims shall:
(a) substantiate such claims; and
(b) properly use research result, scientific
terms, statistics or quotations.
PROMOTION OF SALES OF
CONSUMER PRODUCTS AND SERVICES
Art. 116. Permit to Conduct Promotion. - No person
shall conduct any sales campaigns, including beauty contest, national in character, sponsored and promoted by manufacturing
enterprises without first securing a permit from the concerned department at least thirty (30) calendar days prior to the
commencement thereof. Unless an objection or denial is received within fifteen (15) days from filing of the application, the
same shall be deemed approved and the promotion campaign or activity may be conducted: Provided, That any sales promotion
campaign using medical prescriptions or any part thereof or attachment thereto for raffles or a promise of reward shall not
be allowed, nor a permit be issued thereof.
Art. 117. Suspension
of Publication or Dissemination of Information. - The concerned department may, after due notice and hearing, suspend
the publication and dissemination of any information accompanying a sales promotion campaign, if it finds the campaign to
be in violation of the provisions of this Chapter or its implementing rules and regulations.
Art. 118. Conduct of Sales Promotion. - A sales promotion which is
intended for broad consumer participation and utilizes mass media shall indicate the duration, commencement and termination
of the promotion, the deadline for submission of entries and the governing criteria or procedure to be followed therein.
Art. 119. Packaging of Products Under Promotion. - The packaging of
the products covered by the sales promotion shall not be tampered, neither shall any change in the product's package be affected
without the authority of the sponsoring agency or the owner or manufacturer of the product.
Art. 120. Change in Starting and Termination Dates of Promotion. - The concerned department shall
be advised of nay delay of starting dates or termination dates and details of any change in the conduct of a sales promotion.
Any change in the termination dates shall be published in a newspaper of general circulation before the expiration of the
original schedule or the termination date, whichever comes first.
Art. 121. Determination of Winners. - The winners in any sales promotion shall be determined at
a definite time and place and shall be verified by a representative of the concerned department and the sponsor. Immediately
after the winners are selected or determined, a list with their addresses and corresponding prizes shall be submitted to the
concerned department. All winners shall be announced or published in the same manner that the sales promotion was announced
or published: Provided, That publication in a newspaper of general circulation shall be done in a legible manner at
least once, if the sales promotion is national in scope: Provided, further, That such announcement and publication
shall be done not later than two (2) weeks after the determination of winners. In all cases where the amount of the price
is Five hundred pesos (P500.00) or more, the winners shall also be notified in writing by registered mail or any communication
wherein proof of notice or service can be verified.
Art. 122. Injunctive Relief. - (a) Whenever the concerned department has the reason to believe
(1) that any person, partnership or corporation is engaged in or is about to engage in the dissemination or the causing of
dissemination of any advertisement in violation of Articles 110 to 115, and (2) that the enjoining thereof would be to the
interest of the public, the concerned department shall direct the filing of a complaint in the court of competent jurisdiction,
to enjoin the dissemination or the causing of the dissemination of such advertisement. Upon proper showing, a temporary injunction
or restraining order shall be granted without bond. Any such complaint shall be filed in the locality in which the person,
partnership or corporation resides or transacts business.
Any person who may suffer loss, damage or injury due to a false, misleading or deceptive advertisement as defined in Article
4 may file a complaint with injunction in his own name with any court of competent jurisdiction to recover damages, cost of
suit and reasonable attorney's fees.
Art. 123. Penalties. - (a) Any person, association, partnership or corporation who shall violate any of the
provisions of Articles 110 to 115 shall, upon conviction, be subject to a fine of not less than Five Hundred Pesos (P500.00)
but not more than Five thousand pesos (P5,000.00) or an imprisonment of not less than one (1) month but not more than (6)
months or both upon the discretion of the court.
Any violation of the provisions of Articles 116 to 121 shall, upon conviction, subject the offenders to a fine of not less
than Two hundred pesos (P200.00) but not more than Six hundred pesos (P600.00) or an imprisonment of not less than one (1)
month but not more than six (6) months or both upon the discretion of the court. If the violation was committed by a juridical
person, the manager, representative, director, agent or employee of said juridical person responsible for the act shall be
deported after service of sentence and payment of the fine without need for further deportation proceedings.
Art. 124. Exemption from Penalties. - No publisher, radio broadcast,
television licensee or medium for the dissemination of advertising shall be liable, under this Chapter, by reason of dissemination
by him of any false advertisement unless he refuses, on the request of appropriate authorities, to furnish the name and post
office address of the manufacturer, packer, distributor seller or advertising agency. This exemption shall not apply however,
to the manufacturer, packer, distributor or seller of the consumer product or service and the advertising agency responsible
for the false and misleading advertising.