one Flashcards
(132 cards)
1
Q
DEFINITION
A
ANSWER
2
Q
is defined as different media channels or broadcasters such as the television, internet, audio podcasts, video content, and others. The primary purpose of broadcasting media is to broadcast and communicate with the public
A
BROADCAST MEDIA
3
Q
It lets the masses know about everything that happens around the world, as well as it is used for entertaining people. It can be called the whole package of broadcasting information, entertainment, and news.
A
BROADCAST MEDIA
4
Q
It is widely used for marketing and advertising to create a more significant impact on the public Brands, businesses, or governments use broadcasting networks to let people know about their various products and services. The public regularly receives updates, ads, news, and information on different topics from different sources. It has also become the biggest platforms for marketing many brands and products.
A
IMPORTANCE OF BROADCAST MEDIA
5
Q
Radio is a form of a
A
AUDIO ADVERTISING
6
Q
They provide the public with pre-recorded content, primarily including commercial topics. It conducts various programs and gives information based on the peoples interests.
A
RADIO PRODUCTION
7
Q
There are two ways of advertising products through radio:
A
- SPOT ANNOUNCEMENT 2. SPONSORED PROGRAMS
8
Q
These are short positive comments on the product. They are less cost-consuming.
A
SPOT ANNOUNCEMENT
9
Q
A program will be planned and executed with the help of music and entertainment to detail the product. It is cost-consuming and would be chosen mainly by big brands and products
A
SPONSORED PROGRAMS
10
Q
s the most advances form of broadcasting media. It provides the public with colorful visualized content with audio and motion signals.
A
TELEVISION
11
Q
THE MAIN FUNCTIONS OF ASC ARE
A
ORALLY
12
Q
Advertisers prefer television as their better way to reach the target audience because it plays a crucial role in todays world.
A
t
13
Q
These films are commercial films that come up with a unique concept of demonstrating their product through video and audio content. It involves taglines and the overall description of the product.
A
ADVERTISING FILMS
14
Q
It is very effective because people often get more attracted to the visual media, which is why many businesspeople go for advertising films to market their products.
A
ADVERTISING FILMS
15
Q
are posters displaying product details using colors pictures, and various font styles. They are usually displayed on big screens in movie theatres
A
SLIDES
16
Q
They can be seen in the interval or before the movies start. They are not expensive as advertising films.
A
SLIDES
17
Q
These are like advertising films, but that does not come up with any story. They include the business details in the form od a short video.
A
VIDEO ADVERTISING
18
Q
-They can be displayed in pubs, theatres, and 3D roadside pictures
A
VIDEO ADVERTISING
19
Q
programs are also used for broadcasting
A
DRAMA AND MUSIC PROGRAMS
20
Q
It always come up with new innovative ideas to impress people. People still choose it as the best source of information.
A
RELEVANT
21
Q
Broadcast media these days, with the help of digital media, is even more reaching to a mass audience. Twitter, Facebook, Instagram, YouTube, and many other social media platforms display live content, active responses, audience debates on the current topics, updates on newer issues, and helping businesses over a larger network.
A
DIGITAL
22
Q
Broadcast media can be called direct communication. Everything comes to your door with a clear and detailed description. The information will be verified before it gets published.
A
DIRECT AND CLEAR
23
Q
feaatures of broadcasting media
A
RELEVANT, DIGITAL, DIRECT AND CLEAR
24
Q
- It reached many people 2. People get influenced by the content it delivers 3. It is a very approachable and effective form of communication. 4. It brings up creative thoughts from younger generations and gives a good message to the audience 5. It provides useful information and entertainment shows to help people relax and enjoy their lives 6. Everything can be updated according to the customers interests. 7. It is worth you time as most people go from updates and news in their free time 8. It provides high knowledge on various topics such as fashion, travel, photography, politics, education, food, lifestyle, etc.
A
ADVANTAGES OF BROADCAST MEDIA ADVERTISING
25
1. It is highly destructive, can influence negative thoughts and ideas in the public minds. 2. It is expensive and cannot be affordable by some small and medium scale businesses. 3. Not every business can approach broadcast media for advertising and marketing. A few businesses may not be suitable for this type of media. 4. It can be reachable to only educated and younger people as they use it more for their work and entertainment purposes. 5. Adult money, destructive language, and nudity can be seen today. It affects the minds of the youth and makes them get addicted to bad habits. 6. Due to heavy competition, there are chances of failure.
DISADVANTAGES OF BROADCAST MEDIA
26
The broadcast media is equally growing daylight and the digital media by using its advanced ideas and various social media platforms (reyal or fake)
FAKE(DAY BY DAY)
27
It is always better to know what is going around us, and broadcast media is the best _____
SOURCE
28
The field of business has also become very much independent on broadcast media for its growth. (re-yal or fa-ke)
FAKE (DEPENDENT)
29
also known as The Consumer Act of the Philippines is the policy of the State to protect the interests of the consumer, promote his general welfare and to establish standards of conduct for business and industry.
REPUBLIC ACT 7394
30
the agency
responsible for consumer protection, is the principal regulatory
authority tasked with enforcing the laws and regulations governing
advertising practices in the Philippines
DEPARTMENT OF TRADE AND INDUSTRY (DTI)
31
1. Generally, there are no approvals required to be obtained from government authorities or other authorities before running advertising (RE-YAL OR FA-KE)
FA-KE (PRE APPROVAL)
32
However, depending on the industry or product, prior approval may be required from certain sector-specific regulatory organizations RE-YAL OR FA-KE
RE-YAL
33
Certain types of advertisements require pre-approval from the
Ad
Standards Council ASC
34
) is the advertising industry body in charge of reviewing advertising content of materials across all media. -15 Years Responsible Advertising.
Ad
Standards Council ASC
35
THE MAIN FUNCTIONS OF ASC ARE
1. Screening of advertisements. 2. Hearing of disputes on advertising content. 3. Resolution of disputes on advertisements based on violations of the ASC standards
36
1. Advertisements shall follow and uphold Philippine laws, rules and regulations. 2. Advertisements shall be honest, truthful, and accurate 3. Advertisements shall not be deceptive or misleading 4. Advertisements shall not tend to mislead or confuse the consumer as to the content, origin, utility, or function of any product or service. 5. Advertisements shall not use news format, terms, phrases, graphics or expressions reserved for important news and public service announcements, e.g., newsflash, breaking news, etc. 6. Advertisements shall not capitalize on fear or sow panic 7. Advertisements shall not create confusion as to the identity of the Advertiser, or the source, or the identity of a product or service. 8. Advertisements shall not contain features, elements, or visual or aural presentations that are unique to the advertising of another brand regardless of category. 9. Advertisements shall not use humor to demean or ridicule persons regardless of age, gender, social or economic class, religion, ethnicity, race or nationality.
ADVERTISING CODE OF ETHICS
37
any person intending to conduct any form or scheme for a sales promotion campaign of a consumer product or credit shall first secure a permit from the DTI at least ____ days before the commencement of the promotion period.
30 DAYS
38
refers to techniques intended for broad consumer participation, which contain promises of gain such as prizes, in cash or in kind, as reward for the purchase of a product, security, service or winning in a contest, game, tournament, and other similar competitions which involves determination of one or more winners, and which utilize mass media or other widespread media of information.
SALES PROMOTION
39
Advertising health products requires authorization or registration with the
FDA
40
to food, drugs, cosmetics, devices, biologicals, vaccines, in-vitro diagnostic reagents and household/urban hazardous substances, and/or a combination/derivative thereof.
HEALTH PRODUCTS
41
Certain types of advertisements require pre-approval from the ASC. Generally, print ads, merchandising, and digital materials are not prescreened, except if it contains the following theme or classification.
a. Number 1 claims or leadership claims. b. Superiority or exclusivity claims. c. Direct Comparison d. Absolute claims. e. Testimonials that include specific claims regarding product or service performance. f. With sexy tones, skin exposure, potentially controversial/sensitive execution. g. With tones of violence h. Over the counter (OTC) drugs and home remedy products. i. Products, brands, and services covered by the Milk Code of the Philippines (Executive Order no 51) j. Food/health supplement products. k. Alcoholic beverages l. Airlines and other carriers with promotional fares.
42
impose upon online business the responsibility to provide easily accessible, complete, and correct information about their goods, and services, and adhere to fair advertising and marketing practices.
E COMMERCE GUIDELINES
43
E-commerce Guidelines make it unlawful for e-commerce platforms, emarketplaces, and like to:
a. Disseminate any false, deceptive, or misleading advertisement by mail or in commerce by print, radio, television, outdoor advertisement, or any other medium, for the purpose of inducing or which is likely to induce directly or indirectly the purchase of the products: b. Advertise any food, drug, cosmetic, device, or hazardous substance in a manner that is false, misleading, or deceptive or is likely to create an enormous impression regarding its character value, quantity, composition, merit, or safety and c. Advertise any food drug cosmetics, device or hazardous substance, unless such product is duly registered and approved by the concerned department for use in any advertisement.
44
SOCIAL MEDIA INFLUENCER CAMPAIGNS & ONLINE REVIEWS
a. The advertising rules in the Consumer Act and the E-Commerce Guidelines will apply equally to the use of influencer campaigns. b. The advertiser may be held liable under the Consumer Act if the contest posted by the influencer solicited by the advertiser is false, deceptive, or misleading. c. E-commerce Guidelines prohibit online businesses from restricting the ability of consumers to make critical or negative reviews of goods or services. d. An advertiser cannot be held liable for consumer reviews, as there are no laws or regulations which impose such liability upon an advertiser. Additionally, an advertiser does not have a duty to monitor consumer reviews.
45
PRIVACY AND ADVERTISING
EMAIL MARKETING, TELEMARKETING, TEST MESSAGING, AND MARKETING TO CHILDREN
46
Under the Data Privacy Act
of 2012 (Republic Act No
10173). the data subject has
the right to be informed of
the processing of his/her
personal data for direct
marketing. The data subject
also has the right to object
to the processing of his/her
personal data for direct
marketing.
EMAIL MARKETING
47
Commercial and
promotional
advertisements may only
be sent to subscribers who
have prior consent or have
specifically opted-in to
receive messages.
Subscribers who opted in
should also be given the
right to opt out from
receiving such messages.
TEST MESSAGING
48
The DPA also governs
inbound and/or outbound
telemarketing, as it falls
under direct marketing.
TELEMARKETING
49
The Philippine privacy
authority, has opined that
a minor cannot validly
provide consent under the
DPA. Thus, consent of the
minor's parent or
guardian must first be
obtained before
processing a minor's
personal information.
MARKETING TO CHILDREN
50
An advertisement is
considered to be false.
deceptive, or
misleading if it is not in
conformity with the
provisions of the
Consumer Act or if it is
misleading in a material
respect.
DECEPTIVE OR MISLEADING CLAIMS
51
All advertisements
making special claims
are subject to
regulation under the
Consumer Act.
Advertising claims are
also regulated under
the ASC Code of Ethics.
REGULATION OF ADVERTISING CLAIMS
52
Advertisements making
scientific or statistical
claims must indicate in
the same advertisement
the source of the same
and, as much as
possible, use local
sources and those of
independent and
competent stature.
SUBSTANTIATION OF ADVERTISING CLAIMS
53
Demonstrations of
product performance in
an advertisement,
including. but not
limited to, laboratory or
scientific tests, to be
factual and accurate and
to be directly relevant as
proof of the product
benefit to which it
purports to relate.
PRODUCT DEMONSTRATIONS
54
Professional/s
organizations giving
testimonials in any
advertisement to
promote a product
must be properly
licensed. registered, or
accredited, if law.
ordinance, or
government rules or
regulations
ENDORSMENT AND TESTIMONIALS
55
Consumer Act penalizes
an advertiser's failure to
reveal material facts in
light of representations
made or consequences
which may result in the
use or application of the
advertised products.
DISCLOSURES
56
Advertisements must not
directly or indirectly
ridicule, criticize, or
attack any natural or
juridical person, groups of
persons, or any sector of
society, especially on the
basis of gender, social or
economic class, religion.
ethnicity, race, or
nationality.
REPRESENTATIONS AND STREOTYPES IN ADVERTISING
57
Advertising and/or
marketing communication
materials should not contain
any statement or visual
treatment likely to mislead
consumers in any way about
the environmental aspects
or advantages of products.
or about actions being taken
by the advertiser or
marketer in favor of the
environment.
ENVIRONMENTAL CLAIMS
58
refers to a
user interface designed
or manipulated with the
substantial effect of
subverting or impairing
user autonomy.
decision-making. or
choice.
DARK PATTERNS
59
Advertisements
directed at children
should not foster
violence as a desirable
way or a means of
resolving conflicts and
problems or depict
sexual subjects and/or
violent actions
inappropriate for
children.
CHILDREN
60
OTHER REGULATED CLAIMS
The ASC regulates the
following claims:
. Claims on
ingredients.
Number 1/leadership
claims.
Absolute claims.
Exclusivity claims.
Comparative claims. Superiority claims.
. Testimonials.
. Quotations from
famous personalities.
. Scientific or technical
claims.
Environmental claims.
61
ADVERTISING CLAIMS
DECEPTIVE OR MISLEADING CLAIMS, REGULATION OF ADVERTISING CLAIMS, SUBSTANTIATION OF ADVERTISING CLAIMS, PRODUCT DEMONTRATION, ENDORSMENT AND TESTIMONIALS, DISCLOSURES, REPRESENTATION AND STERIOTYPES IN ADVERTISING, ENVIRONMENTAL CLAIMS, DARK PATTERNS, CHILDREN
62
COMPARATIVE ADVERTISING AND AMBUSH MARKETING
AMBUSH MARKETING, SPECIFIC RULES AND RESTRICTIONS, COMPETITORS COPYRIGHTS AND TRADEMARK, AND CHALLENGING CLAIM MADE BY COMPETITION
63
An advertiser can challenge
claims made by a
competitor by filing a
complaint with the ASC.
Complaints may be filed
against an advertisement
that has been approved by
the ASC and that is already
on-air, published, displayed.
or posted or against an
advertisement that has not
gone through the Ad ASC
pre-screening process.
CHALLENGING CLAIM MADE BY COMPETITION
64
Direct comparison is
limited to products
intended for the same
purpose or belonging to
the same class or
category. Subjects of
direct comparison must
be clearly identified
without violating
intellectual property
rights.
COMPETITOR COPYRIGHT AND TRADEMARK
65
Where the comparison
relates to a competitor's
price, the competitor's price
shall relate to the products
or services advertised or
sold in the 90-day period
and shall be representative
of the prices similar
products or services are sold
for or advertised in the
locality where the price
comparison was made.
SPECIFIC RULES AND RESTRICTIONS
66
refers to the practice in
which a company
attempts to advertise
and promote its
products by associating
them with a public
event without paying
the fees that an
exclusive sponsor is
required to pay.
AMBUSH MARKETING
67
DEFINITION
ANSWER
68
is defined as different media channels or broadcasters such as the television, internet, audio podcasts, video content, and others. The primary purpose of broadcasting media is to broadcast and communicate with the public
BROADCAST MEDIA
69
It lets the masses know about everything that happens around the world, as well as it is used for entertaining people. It can be called the whole package of broadcasting information, entertainment, and news.
BROADCAST MEDIA
70
It is widely used for marketing and advertising to create a more significant impact on the public Brands, businesses, or governments use broadcasting networks to let people know about their various products and services. The public regularly receives updates, ads, news, and information on different topics from different sources. It has also become the biggest platforms for marketing many brands and products.
IMPORTANCE OF BROADCAST MEDIA
71
Radio is a form of a
AUDIO ADVERTISING
72
They provide the public with pre-recorded content, primarily including commercial topics. It conducts various programs and gives information based on the peoples interests.
RADIO PRODUCTION
73
There are two ways of advertising products through radio:
1. SPOT ANNOUNCEMENT 2. SPONSORED PROGRAMS
74
These are short positive comments on the product. They are less cost-consuming.
SPOT ANNOUNCEMENT
75
A program will be planned and executed with the help of music and entertainment to detail the product. It is cost-consuming and would be chosen mainly by big brands and products
SPONSORED PROGRAMS
76
s the most advances form of broadcasting media. It provides the public with colorful visualized content with audio and motion signals.
TELEVISION
77
THE MAIN FUNCTIONS OF ASC ARE
ORALLY
78
Advertisers prefer television as their better way to reach the target audience because it plays a crucial role in todays world.
t
79
These films are commercial films that come up with a unique concept of demonstrating their product through video and audio content. It involves taglines and the overall description of the product.
ADVERTISING FILMS
80
It is very effective because people often get more attracted to the visual media, which is why many businesspeople go for advertising films to market their products.
ADVERTISING FILMS
81
are posters displaying product details using colors pictures, and various font styles. They are usually displayed on big screens in movie theatres
SLIDES
82
They can be seen in the interval or before the movies start. They are not expensive as advertising films.
SLIDES
83
These are like advertising films, but that does not come up with any story. They include the business details in the form od a short video.
VIDEO ADVERTISING
84
-They can be displayed in pubs, theatres, and 3D roadside pictures
VIDEO ADVERTISING
85
programs are also used for broadcasting
DRAMA AND MUSIC PROGRAMS
86
It always come up with new innovative ideas to impress people. People still choose it as the best source of information.
RELEVANT
87
Broadcast media these days, with the help of digital media, is even more reaching to a mass audience. Twitter, Facebook, Instagram, YouTube, and many other social media platforms display live content, active responses, audience debates on the current topics, updates on newer issues, and helping businesses over a larger network.
DIGITAL
88
Broadcast media can be called direct communication. Everything comes to your door with a clear and detailed description. The information will be verified before it gets published.
DIRECT AND CLEAR
89
feaatures of broadcasting media
RELEVANT, DIGITAL, DIRECT AND CLEAR
90
1. It reached many people 2. People get influenced by the content it delivers 3. It is a very approachable and effective form of communication. 4. It brings up creative thoughts from younger generations and gives a good message to the audience 5. It provides useful information and entertainment shows to help people relax and enjoy their lives 6. Everything can be updated according to the customers interests. 7. It is worth you time as most people go from updates and news in their free time 8. It provides high knowledge on various topics such as fashion, travel, photography, politics, education, food, lifestyle, etc.
ADVANTAGES OF BROADCAST MEDIA ADVERTISING
91
1. It is highly destructive, can influence negative thoughts and ideas in the public minds. 2. It is expensive and cannot be affordable by some small and medium scale businesses. 3. Not every business can approach broadcast media for advertising and marketing. A few businesses may not be suitable for this type of media. 4. It can be reachable to only educated and younger people as they use it more for their work and entertainment purposes. 5. Adult money, destructive language, and nudity can be seen today. It affects the minds of the youth and makes them get addicted to bad habits. 6. Due to heavy competition, there are chances of failure.
DISADVANTAGES OF BROADCAST MEDIA
92
The broadcast media is equally growing daylight and the digital media by using its advanced ideas and various social media platforms (reyal or fake)
FAKE(DAY BY DAY)
93
It is always better to know what is going around us, and broadcast media is the best _____
SOURCE
94
The field of business has also become very much independent on broadcast media for its growth. (re-yal or fa-ke)
FAKE (DEPENDENT)
95
also known as The Consumer Act of the Philippines is the policy of the State to protect the interests of the consumer, promote his general welfare and to establish standards of conduct for business and industry.
REPUBLIC ACT 7394
96
the agency
responsible for consumer protection, is the principal regulatory
authority tasked with enforcing the laws and regulations governing
advertising practices in the Philippines
DEPARTMENT OF TRADE AND INDUSTRY (DTI)
97
1. Generally, there are no approvals required to be obtained from government authorities or other authorities before running advertising (RE-YAL OR FA-KE)
FA-KE (PRE APPROVAL)
98
However, depending on the industry or product, prior approval may be required from certain sector-specific regulatory organizations RE-YAL OR FA-KE
RE-YAL
99
Certain types of advertisements require pre-approval from the
Ad
Standards Council ASC
100
) is the advertising industry body in charge of reviewing advertising content of materials across all media. -15 Years Responsible Advertising.
Ad
Standards Council ASC
101
THE MAIN FUNCTIONS OF ASC ARE
1. Screening of advertisements. 2. Hearing of disputes on advertising content. 3. Resolution of disputes on advertisements based on violations of the ASC standards
102
1. Advertisements shall follow and uphold Philippine laws, rules and regulations. 2. Advertisements shall be honest, truthful, and accurate 3. Advertisements shall not be deceptive or misleading 4. Advertisements shall not tend to mislead or confuse the consumer as to the content, origin, utility, or function of any product or service. 5. Advertisements shall not use news format, terms, phrases, graphics or expressions reserved for important news and public service announcements, e.g., newsflash, breaking news, etc. 6. Advertisements shall not capitalize on fear or sow panic 7. Advertisements shall not create confusion as to the identity of the Advertiser, or the source, or the identity of a product or service. 8. Advertisements shall not contain features, elements, or visual or aural presentations that are unique to the advertising of another brand regardless of category. 9. Advertisements shall not use humor to demean or ridicule persons regardless of age, gender, social or economic class, religion, ethnicity, race or nationality.
ADVERTISING CODE OF ETHICS
103
any person intending to conduct any form or scheme for a sales promotion campaign of a consumer product or credit shall first secure a permit from the DTI at least ____ days before the commencement of the promotion period.
30 DAYS
104
refers to techniques intended for broad consumer participation, which contain promises of gain such as prizes, in cash or in kind, as reward for the purchase of a product, security, service or winning in a contest, game, tournament, and other similar competitions which involves determination of one or more winners, and which utilize mass media or other widespread media of information.
SALES PROMOTION
105
Advertising health products requires authorization or registration with the
FDA
106
to food, drugs, cosmetics, devices, biologicals, vaccines, in-vitro diagnostic reagents and household/urban hazardous substances, and/or a combination/derivative thereof.
HEALTH PRODUCTS
107
Certain types of advertisements require pre-approval from the ASC. Generally, print ads, merchandising, and digital materials are not prescreened, except if it contains the following theme or classification.
a. Number 1 claims or leadership claims. b. Superiority or exclusivity claims. c. Direct Comparison d. Absolute claims. e. Testimonials that include specific claims regarding product or service performance. f. With sexy tones, skin exposure, potentially controversial/sensitive execution. g. With tones of violence h. Over the counter (OTC) drugs and home remedy products. i. Products, brands, and services covered by the Milk Code of the Philippines (Executive Order no 51) j. Food/health supplement products. k. Alcoholic beverages l. Airlines and other carriers with promotional fares.
108
impose upon online business the responsibility to provide easily accessible, complete, and correct information about their goods, and services, and adhere to fair advertising and marketing practices.
E COMMERCE GUIDELINES
109
E-commerce Guidelines make it unlawful for e-commerce platforms, emarketplaces, and like to:
a. Disseminate any false, deceptive, or misleading advertisement by mail or in commerce by print, radio, television, outdoor advertisement, or any other medium, for the purpose of inducing or which is likely to induce directly or indirectly the purchase of the products: b. Advertise any food, drug, cosmetic, device, or hazardous substance in a manner that is false, misleading, or deceptive or is likely to create an enormous impression regarding its character value, quantity, composition, merit, or safety and c. Advertise any food drug cosmetics, device or hazardous substance, unless such product is duly registered and approved by the concerned department for use in any advertisement.
110
SOCIAL MEDIA INFLUENCER CAMPAIGNS & ONLINE REVIEWS
a. The advertising rules in the Consumer Act and the E-Commerce Guidelines will apply equally to the use of influencer campaigns. b. The advertiser may be held liable under the Consumer Act if the contest posted by the influencer solicited by the advertiser is false, deceptive, or misleading. c. E-commerce Guidelines prohibit online businesses from restricting the ability of consumers to make critical or negative reviews of goods or services. d. An advertiser cannot be held liable for consumer reviews, as there are no laws or regulations which impose such liability upon an advertiser. Additionally, an advertiser does not have a duty to monitor consumer reviews.
111
PRIVACY AND ADVERTISING
EMAIL MARKETING, TELEMARKETING, TEST MESSAGING, AND MARKETING TO CHILDREN
112
Under the Data Privacy Act
of 2012 (Republic Act No
10173). the data subject has
the right to be informed of
the processing of his/her
personal data for direct
marketing. The data subject
also has the right to object
to the processing of his/her
personal data for direct
marketing.
EMAIL MARKETING
113
Commercial and
promotional
advertisements may only
be sent to subscribers who
have prior consent or have
specifically opted-in to
receive messages.
Subscribers who opted in
should also be given the
right to opt out from
receiving such messages.
TEST MESSAGING
114
The DPA also governs
inbound and/or outbound
telemarketing, as it falls
under direct marketing.
TELEMARKETING
115
The Philippine privacy
authority, has opined that
a minor cannot validly
provide consent under the
DPA. Thus, consent of the
minor's parent or
guardian must first be
obtained before
processing a minor's
personal information.
MARKETING TO CHILDREN
116
An advertisement is
considered to be false.
deceptive, or
misleading if it is not in
conformity with the
provisions of the
Consumer Act or if it is
misleading in a material
respect.
DECEPTIVE OR MISLEADING CLAIMS
117
All advertisements
making special claims
are subject to
regulation under the
Consumer Act.
Advertising claims are
also regulated under
the ASC Code of Ethics.
REGULATION OF ADVERTISING CLAIMS
118
Advertisements making
scientific or statistical
claims must indicate in
the same advertisement
the source of the same
and, as much as
possible, use local
sources and those of
independent and
competent stature.
SUBSTANTIATION OF ADVERTISING CLAIMS
119
Demonstrations of
product performance in
an advertisement,
including. but not
limited to, laboratory or
scientific tests, to be
factual and accurate and
to be directly relevant as
proof of the product
benefit to which it
purports to relate.
PRODUCT DEMONSTRATIONS
120
Professional/s
organizations giving
testimonials in any
advertisement to
promote a product
must be properly
licensed. registered, or
accredited, if law.
ordinance, or
government rules or
regulations
ENDORSMENT AND TESTIMONIALS
121
Consumer Act penalizes
an advertiser's failure to
reveal material facts in
light of representations
made or consequences
which may result in the
use or application of the
advertised products.
DISCLOSURES
122
Advertisements must not
directly or indirectly
ridicule, criticize, or
attack any natural or
juridical person, groups of
persons, or any sector of
society, especially on the
basis of gender, social or
economic class, religion.
ethnicity, race, or
nationality.
REPRESENTATIONS AND STREOTYPES IN ADVERTISING
123
Advertising and/or
marketing communication
materials should not contain
any statement or visual
treatment likely to mislead
consumers in any way about
the environmental aspects
or advantages of products.
or about actions being taken
by the advertiser or
marketer in favor of the
environment.
ENVIRONMENTAL CLAIMS
124
refers to a
user interface designed
or manipulated with the
substantial effect of
subverting or impairing
user autonomy.
decision-making. or
choice.
DARK PATTERNS
125
Advertisements
directed at children
should not foster
violence as a desirable
way or a means of
resolving conflicts and
problems or depict
sexual subjects and/or
violent actions
inappropriate for
children.
CHILDREN
126
OTHER REGULATED CLAIMS
The ASC regulates the
following claims:
. Claims on
ingredients.
Number 1/leadership
claims.
Absolute claims.
Exclusivity claims.
Comparative claims. Superiority claims.
. Testimonials.
. Quotations from
famous personalities.
. Scientific or technical
claims.
Environmental claims.
127
ADVERTISING CLAIMS
DECEPTIVE OR MISLEADING CLAIMS, REGULATION OF ADVERTISING CLAIMS, SUBSTANTIATION OF ADVERTISING CLAIMS, PRODUCT DEMONTRATION, ENDORSMENT AND TESTIMONIALS, DISCLOSURES, REPRESENTATION AND STERIOTYPES IN ADVERTISING, ENVIRONMENTAL CLAIMS, DARK PATTERNS, CHILDREN
128
COMPARATIVE ADVERTISING AND AMBUSH MARKETING
AMBUSH MARKETING, SPECIFIC RULES AND RESTRICTIONS, COMPETITORS COPYRIGHTS AND TRADEMARK, AND CHALLENGING CLAIM MADE BY COMPETITION
129
An advertiser can challenge
claims made by a
competitor by filing a
complaint with the ASC.
Complaints may be filed
against an advertisement
that has been approved by
the ASC and that is already
on-air, published, displayed.
or posted or against an
advertisement that has not
gone through the Ad ASC
pre-screening process.
CHALLENGING CLAIM MADE BY COMPETITION
130
Direct comparison is
limited to products
intended for the same
purpose or belonging to
the same class or
category. Subjects of
direct comparison must
be clearly identified
without violating
intellectual property
rights.
COMPETITOR COPYRIGHT AND TRADEMARK
131
Where the comparison
relates to a competitor's
price, the competitor's price
shall relate to the products
or services advertised or
sold in the 90-day period
and shall be representative
of the prices similar
products or services are sold
for or advertised in the
locality where the price
comparison was made.
SPECIFIC RULES AND RESTRICTIONS
132
refers to the practice in
which a company
attempts to advertise
and promote its
products by associating
them with a public
event without paying
the fees that an
exclusive sponsor is
required to pay.
AMBUSH MARKETING
