ASC Circular 2018-016 – Food/ Dietary Supplement Advertising Guidelines

The Center for Food Regulation and Research (CFRR) has called the attention of the Ad Standards Council on the proper advertising of Food/ Dietary Supplements and as such, the following guidelines are for strict implementation:

  1. All advertisement, promotion, and/or sponsorship activities or any material used concerning Food/Dietary Supplement are mandated to strictly carry the standard message “MAHALAGANG PAALALA: ANG (NAME OF PRODUCT) AY HINDI GAMOT AT HINDI DAPAT GAMITING PANGGAMOT SA ANUMANG URI NG SAKIT”.

Likewise, all other provisions provided for in Administrative Order 2010-008 should be strictly followed by Food/Dietary Supplement owners, manufacturers, distributors, importers, exporters, advertisers and/or their agents.

  • Moving Ads/Videos (Visual Advertisements like TV, Cinema and Digital Video ads)
    • All frames must have the standard message at the top portion of the frame and the font size must be at least 1/3 of the size of the biggest font size in the layout; using Arial or Tahoma font, in all caps and in white text over a black background.
    • Ensure readability by the naked eye of the standard message which can be rendered in two (2) lines or follow the specifications provided in AO 2010-008.
    • Must end with a separate frame containing the standard message following the specifications provided in AO 2010-008.
    • The standard message must be audibly voiced over and enunciated, not sped up that it is no longer understandabl
  • E-billboards
    • All frames must have the standard message at the top portion of the frame and the font size must be at least 1/3 of the size of the biggest font size in the layout; using Arial or Tahoma font, in all caps and in white text over a black background.
    • Must end with a separate frame containing the standard message following the specifications provided in AO 2010-008.
    • No voice over is required but end frame containing the standard message must be exposed for at least two (2) seconds.
  • Radio
    • The standard message must be audibly voiced over and enunciated, not sped up that it is no longer understandable.
  • Print/ OOH/Collaterals/ Digital Static Posts
    • The standard message must be at the top portion of the layout and the font size must be at least 1/3 of the size of the biggest font size in the layout; must be in all caps, using white Arial or Tahoma type, against black background.
  1. No claim shall be made in the advertisement, promotion, and other marketing materials in the various media for any use of Food/Dietary Supplement which is not contained in the label or approved by the FDA. Nutrition claims should conform to CAC/GL 23-1997 (Guidelines for Use of Nutrition and Health Claims) and must be duly approved by the FDA. Only the FDA has the sole mandate of approving Food/Dietary Supplements. Claims approved outside FDA are considered misbranded and will be subject for appropriate legal sanctions including revocation of Certificate of Product Registration.

 

In addition to the above-mentioned guidelines, the following are also recommended to be used in the screening of Food/Dietary Supplements:

List of Generally Unacceptable Advertising Claims and Terms for Food/ Dietary Supplements

  1. Therapeutic claims
  2. Claims like “help in sexual invigoration”, or any claim that suggests that the product is a “sexual enhancer”, intimate pictures, and images that show nudity
  3. Safety-tested
  4. Clinically-proven and/or clinically-safe
  5. Claims that the product is holistic or complete
  6. Claims of effectivity/effective and use of superlative claims
  7. FDA Approved/Recommended and/or Use of FDA name and logo
  8. Food/Dietary Supplement should not be described as healthy
  9. Beauty and Cosmetic purposes, e.g., Whitening, Slimming, Detox, Fit, and Anti-aging
  10. Claim of Potent/Potency
  11. Claim of Stem cell
  12. Claims that “promotes sleep” and with connection to sleep
  13. “Box” enclosing the product name
  14. Use of “as prescribed by physicians”
  15. Claims that the product is “most prescribed by physicians”
  16. “Under the tongue” or “Sublingual” mode of administration
  17. “Dose” and/or “Dosage”
  18. “Active ingredient” or “Excipient and other ingredients”
  19. Indications or Intended Use, e.g., suitable for all kinds of pain
  20. Claims about “Muscle building/repairing”

Further to Item #2 which states that “No claim shall be made in the advertisement, promotion, and other marketing materials in the various media for any use of Food/Dietary Supplement which is not contained in the label or approved by FDA”, all applications to the Ad Standards Council must include FDA- approved label, box, and/or packaging.

This takes effect on Monday/ 3 December 2018.

Please be guided accordingly.

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