A pdf version of the code can be downloaded here


Jump to a section of the page




  • Testimonials should relate to the product being advertised.
  • Testimonial claims should be genuine and truthful. Fictitious testimonials shall not be allowed.
  • Testimonials should only be used with the written permission of those giving them, unless taken from a published source that must be properly quoted with attribution of the source. The Advertiser must substantiate a testimonial by submitting the original written, dated and signed testimony, duly subscribed and sworn/notarized, supporting the endorsement.
  • If the testimony quotes a published source, a copy of the publication must be submitted.
  • If the testimony is quoting another person, a written permission should be submitted from the quoted source.
  • Testimonials should be categorically stated as a personal experience or opinion of the endorser and should be clearly presented as part of a testimonial statement. The testimonial must use qualifiers, e.g., “In my opinion”, “Para sa akin”, “In my experience”, etc.
  • Testimonials based solely on subjective judgment are allowed provided that they are not presented as statements of fact. When such testimonials include specific claims regarding product or service performance, these claims should be supported with independent evidence on the accuracy of, or consistent with, the actual product or service performance.
  • Testimonials shall not be used to circumvent:
    • a prohibited claim
    • the requirement for substantiation other than the testimony itself
    • regulations of government bodies pertaining to the use of claims on the product or service
  •   Testimonials of professionals or groups of professionals should observe the Code of Ethics of their profession and should not violate regulations of the government bodies or institutions regulating that profession.
  •   An actual testimonial portrayed by a talent should be supported by a certification allowing the portrayal of the supposed endorser.
  • Individual person/s endorsing a product or service in advertising and communication materials and who is/are presented as an expert must have demonstrable credentials to substantiate the claimed expertise. His or her endorsement must be supported by an actual exercise of his/her expertise in evaluating the product or service features or characteristics. Such evaluation must be relevant and available to an ordinary consumer’s use of or experience with the product.
  • Endorsement by an organization is deemed as the judgment of a group whose collective experience/expertise outweighs that of an individual member. The Advertiser must provide evidence to substantiate that the organization’s endorsement was reached by a process sufficient to ensure that it reflects the collective judgment of the organization.
  • All advertising materials whether TV, Radio, Print, Digital, OOH, or POS that use endorsement by any person, celebrity or non-celebrity, must indicate the name/s of the person/s and their line of specialization.
  • No advertising can make any reference to advice received from the Ad Standards Council or imply endorsement by the Ad Standards Council.



  • Quotations of famous personalities, when used in an ad, must indicate the source to serve as qualifier, e.g., “a quotation from President X’s first inaugural address, year XXXX”.
  • Quotations must not be used to circumvent a prohibited claim.
  • The Advertisers/ Ad Agency must submit a copy of the quotation source certified by the Advertiser’s high-ranking company official. It is also encouraged to secure appropriate permission from relevant parties if it is deemed necessary so as not to violate regulations of the local/ international government bodies or institutions protecting intellectual property rights.
  • In the event the quotation is copyrighted, or a registered, or prior-used trademark of another, the Advertiser/Ad Agency must then secure the necessary written consent from the quotation’s copyright or trademark owner to prevent any violation of intellectual property rights. At all times, the Advertiser/Ad Agency is duty-bound to respect the intellectual property rights of others.