The Department of Trade and Industry (DTI), through its Consumer Protection Group (CPG), renewed its Memorandum of Understanding (MOU) with the Ads Standard Council (ASC) to protect consumers from false, deceptive, and misleading advertisement.

Under the renewed MOU, the ASC shall continue the pre and post-screening of advertising material content in line with the Consumer Act of the Philippines (RA 7394) and the ASC Code of Standards and Ethics. ASC shall also provide information on any advertising content that is false, deceptive, misleading, unfair, poses a danger to consumer welfare or safety, or violates advertising standards. The ASC must constantly monitor all advertisements to ensure compliance. They shall also appear as witnesses, upon DTI’s request, in cases relating to false, deceptive, misleading advertisements. The MOU was signed in December 2021 by Consumer Protection Group Undersecretary Ruth B. Castelo and ASC President Ike S. Canoy.  

The Consumer Act of the Philippines mandates DTI to enforce the provisions of Chapter VI on Advertising and Sales Promotion.  Under Article 110 thereof, 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. Any person, association, partnership, or corporation who shall violate the same shall, upon conviction, be subject to a fine of not less than Five Hundred Pesos (PHP 500.00) but not more than Five Thousand Pesos (PHP 5,000.00), 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.

“The DTI fully supports ASC and encourages all players in the advertising industry to take advantage of this collaboration. We laud the ASC for helping DTI in protecting consumers against false, deceptive, and misleading advertisement through self-regulation.” said DTI Consumer Protection Group Undersecretary, Atty. Ruth B. Castelo. For consumer-related concerns and queries, send an email to or call the One-DTI (1-384) Hotline. ♦

Date of Release: 25 March 2022