Protection of Children

A pdf version of the code can be downloaded here


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  • Advertisements and promotional activities for proprietary drugs, medicines, devices, and treatments should not be directed to children.
  • Advertisements should not encourage children to take drugs/ medicines without the supervision of a responsible adult.
  • 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.
  • Advertisements should not undermine children’s enjoyment of present stature.
  • Advertisements directed primarily to children should not exploit them, especially their natural credulity.
  • Advertisements should not portray children to be indulging in excessive eating /gluttony and excessive drinking of non-alcohol beverages.
  • Brand names, logos, or trademarks of alcohol 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.
  • 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.
  •   Advertisements directed at children shall in no way mislead children as to the product’s performance and usefulness.
  •   Advertisements shall not encourage children to purchase products or services to support the existence of the television, radio, or cable television program.
  • Advertisements should encourage active and, if possible, outdoor play versus sedentary lifestyle amongst children.
  •   The child’s dignity must be respected at all times. The child should not be demeaned or his/her innocence be exploited.
  •   Advertising materials shall avoid sensationalizing, stereotyping, prejudging, or exploiting children with disabilities or children belonging to minority or indigenous groups.
  • 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.
  • Advertisements directed at children shall not contain elements that might be physically, mentally, psychologically, or morally harmful to children.
  • 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.
  • Advertisements should promote positive Filipino values, good manners and right conduct amongst children, such as respect for elders, respect for others, respect for property of others, etc. 
  • Advertisements directed at children should not encourage the use of speech and expressions which may hinder the child’s language development.
  • Advertisements involving children must comply with all pertinent laws, rules, and regulations.



  • 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.
  • No child shall be used, directly or indirectly, in advertisements of gambling, gaming institutions, or games of chance.