TV Commercials

Philippines advertising industry is self-regulated. The Philippine advertising industry adopted an Advertising Code of Ethics essentially to promote efficiency in processing applications and resolution cases and avoid costly litigation in regular courts. The earliest Advertising Code of Ethics dates back to the Philippine Board of Advertising (PBA) established in 1974. In 1989, the PBA was renamed Advertising Board of the Philippines (ADBOARD) and was mandated by the Implementing Rules and Regulations of R.A. 7394 or The Consumer Protection Act to ensure that all advertising materials conform to its Code of Ethics. The ADBOARD Advertising Content & Regulations Committee (ACRC) had been the main implementing arm of advertising self-regulation in the Philippines until March 31, 2008 when the Ad Standards Council (ASC) took over this function.
The Association of Broadcasters of the Philippines, a self-regulatory organization representing most television and radio broadcasters in the country, limit advertising to 18 minutes per hour, a move taken to help "promote public interest."
In this case some TV broadcasters have to remove TV logos (like ABS-CBN, TV5 & GMA) before starting a commercial break. Also, all commercial content and advertisements will start (right after for most TV shows will break) before or after TV program announcements/etc. Some TV commercials to be aired requires ASC clearance if the content has trivial facts and testimonies.
Since television was introduced to the Philippines in 1953, they used imported TV advertisements until 1960, the same way in which they used billboard advertisements during the American period. In the 1960, P&G paved their way to start the first local TV advertisement.
In 1966, when the Philippine TV turned from black-and-white to color, Colgate-Palmolive was the first to advertise in color.
Some ads have the following notice indicated at the during or at the end of the commercial depending on type of products.

• "Drink Moderately/Responsibly." for alcoholic beverages.
• "Member: BancNet, PDIC Maximum deposit insurance for each depositor P 500,000, PANA Truth in Advertising" for banks
• "GOVERNMENT WARNING: CIGARETTE SMOKING IS DANGEROUS TO YOUR HEALTH." (formerly "Government Warning: Cigarette smoking is hazardous to health" from February 15, 1983 to December 31, 1993) for tobacco products (radio and television advertising of cigarette and hand-rolling tobaccos is banned since January 1, 2013 in accordance of Section 22 of Republic Act 9,211 or the Tobacco Regulation Act of 2003)
• "MAHALAGANG PAALALA: ANG (name of product) AY HINDI GAMOT AT HINDI DAPAT GAMITING PANGGAMOT SA ANUMANG URI NG SAKIT." (formerly "NO APPROVED THERAPEUTIC CLAIMS") for food, dietary, fiber and herbal supplements.
• "If symptoms persist, consult your doctor." for over-the-counter medicines.
• "This is a paid advertisement." for political ads.
• "Political advertisement paid for and by (name), (address)." also for political ads.
• "The use of milk supplements must only be upon advice of a health professional". (formerly "Breastmilk is the best for babies up to 2 years of age and beyond.") for infant formulas. Used in conjunction with the DOH-IAC permit number.
• “This product is not intended for babies 6 months of age and below”. for food/infant device that are targeted to 6 months old and above.
• "Per (DTI-FTEB SPD/DOH-FDA CDRR/CFRR/DA-NMIS) Permit Number (number of permit), Series of (year)" for promos.

1 The Department of Health issued Administrative Order No. 10 on 22 March 1993 stating details on placing government warning "Cigarette smoking is dangerous to your health", effective January 1, 1994. Meeting of Secretary of Health Juan Flavier with advertisers' group to place the specified warning on billboards, and voice-over on TV ads and radio commercials after the commercial. They agreed to comply.

2 From Amendments to Code of Practice 2 - Television Advertising Standards: "All advertisement for cigarette and hand-rolling tobaccos carry the following health warning - "Government Warning: Cigarette smoking is hazardous to health." Unless otherwise directed by TVA, the health warning, will appear for a minimum of four seconds at the end of a commercial and occupy at least 20% of the screen in the form of a clearly legible band at the bottom of the screen."

3 From Revised Code of Practice - TELA: The new Revised Code of Practice of Advertisement will take effect November 13, 1987: The Health Warning will cover 20% of the screen for the entire duration of the advertisement. The last 5 seconds of the advertisement will be a voice-over repeating the health warning orally. The voice-over will be a standard version supplied by TELA.
4 From Republic Act No. 9211 or AN ACT REGULATING THE PACKAGING, USE, SALE, DISTRIBUTION AND ADVERTISEMENTS OF TOBACCO PRODUCTS AND FOR OTHER PURPOSES: SECTION 22. Ban on Advertisements.—Beginning 1 January 2013, all tobacco advertising on television, cable television and radio shall be prohibited. Beginning 1 July 2013, all cinema and outdoor advertising shall be prohibited. No leaflets, posters and similar outdoor advertising materials may be posted, except inside the premises of point-of-sale retail establishments. Beginning 1 July 2014, all forms of tobacco advertising in mass media shall be prohibited except tobacco advertisements placed inside the premises of point-of-sale retail establishments.