ARTICLE III
STANDARDS FOR THE PROTECTION OF CHILDREN
Section 1. PRESENTATION
a. Advertisements and promotional activities for proprietary drugs, medicines, devices and treatments should not be directed to children.
b. Advertisements should not encourage children to take drugs and medicines without the supervision of a responsible adult.
c. Advertisements should not encourage reckless, improper or antisocial behavior and should not show children in activities that would normally not be allowed by responsible adults for reasons of safety or propriety.
d. Advertisements should not undermine children’s enjoyment of present stature.
e. Advertisements directed primarily at the children should not exploit them specially their natural credulity.
f. Brand names, logos or trademarks of alcoholic beverages and cigarette and tobacco must not be used on children’s clothing, toys, games or other materials intended for use primarily by persons under the legal purchase age.
g. Advertisements meant for children should not contain indelicate references to infirmities or scenes depicting physical and mental cruelty. In general, advertisements for children should not show irresponsible, violent or reprehensible acts/practices in a manner that may lead children to interpret or adopt them as normal or acceptable social behavior.
h. Advertisements directed at children shall in no way mislead children as to the product’s performance and usefulness.
i. Advertisements shall not encourage children to purchase products or services to support the existence of the television, radio or cable television program.
j. The child’s dignity must be respected at all times. The child should not be demeaned or his/her innocence be exploited.
k. Advertising materials shall avoid sensationalizing, stereotyping, prejudging or exploiting children with disabilities or children belonging to minority or indigenous groups.
l. Advertisements directed at children shall 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.
m. Advertisements directed at children shall not contain elements that might be physically, mentally, psychologically, or morally harmful to children.
n. Advertisements should not depict children performing acts, using language, or attired in a manner that are vulgar, obscene, indecent or inappropriate for children or encourage them to engage in hazardous activities or behavior.
o. Advertisements directed at children should not encourage the use of speech and expressions which may hinder the child’s language development.
p. Advertisements involving children must comply with all pertinent laws, rules and regulations.
Section 2. USE OF CHILDREN IN ADVERTISEMENTS
a. Children shall not be presented as being in contact with, or demonstrating a product, recognized as potentially dangerous to them. Advertising materials depicting or describing acts that would likely tend to harm children is prohibited.
b. No child shall be used, directly or indirectly, in advertisements of gambling, gaming institutions or games of chance.