DTI Clarifies Advertising Permit Proposal Will Not Be Enforced
DTI: Advertising permit rules only draft, won’t be enforced
Image: Inquirer
The Department of Trade and Industry (DTI) in the Philippines announced that a controversial draft proposal requiring permits for advertisements will not be enforced. The proposal, which drew criticism for potentially burdening small businesses, aimed to strengthen consumer protection against misleading advertising practices.
- 01The DTI's draft proposal required advertisers to submit detailed documents and obtain permits 30 working days prior to publication.
- 02Proposed fees for advertising permits ranged from P975 (approximately $18 USD) for static ads to P9,295 (approximately $170 USD) for lengthy video materials.
- 03Senator Bam Aquino IV criticized the proposal, stating it could create additional burdens for small businesses already facing economic challenges.
- 04The DTI emphasized that the draft does not reflect current policy and is not intended for enforcement.
- 05Aquino urged the DTI to focus on combating deceptive advertising instead of imposing new bureaucratic hurdles.
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The Department of Trade and Industry (DTI) of the Philippines clarified that a controversial proposal requiring permits for advertisements, including online postings, is merely an internal draft and will not be enforced. The draft, which faced significant backlash, mandated that advertisers submit detailed documents—including music, scripts, and storyboards—30 working days before publication. Proposed fees for permits ranged from P975 (approximately $18 USD) for static advertisements to P9,295 (approximately $170 USD) for lengthy video materials. Senator Bam Aquino IV criticized the proposal, arguing it would impose unnecessary burdens on micro, small, and medium enterprises, particularly during challenging economic times. He urged the DTI to withdraw the proposal and instead focus on addressing deceptive advertising practices. In response, the DTI reaffirmed its commitment to consumer protection while supporting business growth, stating that the draft does not represent its current policy direction.
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The decision not to enforce the advertising permit proposal alleviates potential burdens on small businesses, allowing them to operate more freely in a challenging economic environment.
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