General Standards

All advertisements in the Philippines, including those in the infant formula industry are covered by the General Principles of the Code of Ethics.

Section 1. Review Guidelines

In all procedures, the ASC shall be guided by...

Section 2. Functions of the ASC

The main functions of ASC are...

Section 3. Materials Covered by the ASC Code of Ethics and Manual of Procedures

Definition of Advertisement

Section 4. Materials Not Covered by the ASC Code of Ethics and Manual of Procedures

The following materials are not covered by the ASC rules:

Section 5. Confidentiality

Advertisements under review in all procedures and deliberations, thereon are strictly...

Section 6. Conflict of Interest

An ASC Panelist or a Professional Screener must not entertain requests...

Section 7. Timing

The ASC recognizes that in advertising issues, time is of the essence...

Section 8. Courtesy

1.Discourteous or disrespectful behavior by a Presenter/ Advertiser/ Ad Agency or their representatives...

Section 9. Principle of Interpretation

In case of doubt or in the absence of a specific rule that squarely addresses an issue...

The Milk Code

The Milk Code

REPUBLIC OF THE PHILIPPINES Ministry of Health OFFICE OF THE MINISTER Manila

Executive Order No. 51

ADOPTING A NATIONAL CODE OF MARKETING OF BREASTMILK SUBSTITUTES, BREASTMILK SUPPLEMENTS...

Inter-Agency Committee

CREATED UNDER EXECUTIVE ORDER NO. 51, SERIES OF 1986 MANILA
RULES AND REGULATIONS COVERING THE ADVERTISING...

Republic of The Philippines Department of Health Office of The Secretary

DEPARTMENT CIRCULAR No. 24 s 1987 TO: The Undersecretaries of Health Bureau and Regional Directors...

International Code of Marketing of Breast Milk Substitutes

The Member States of the World Health Organization: Affirming the right of every child and every pregnant...

Revised Implementing Rules and Regulation of Executive Order No.51

Revised Implementing Rules and Regulation of Executive Order No.51

Revised Implementing Rules And Regulations of Executive Order No.51, Otherwise Known as the “Milk Code”, Relevant International...

Enabling Provision

SECTION 1. Title. The following shall be referred to as the “Revised Implementing Rules and Regulations...

Definition of Terms

SECTION 5. Definition of Terms. For purposes of these Revised Rules and Regulations, the term...

Information Education

SECTION 6. Responsibility. – The Department of Health shall take measures to promote, protect, support...

Research

SECTION 9. Research, Ethics Committee, Purpose. -The DOH shall ensure that research...

Advertising, Promotion, Marketing And Sponsorship

SECTION 11. Prohibition – No advertising, promotions, sponsorships, or marketing materials and activities...

Prohibited Acts

SECTION 16. All health and nutrition claims for products within the scope of the Code...

Containers/Labels

SECTION 25. Appropriate Use. – Containers and labels shall be designed to provide the necessary information...

Quality and Standard

SECTION 29. Quality. – The quality of products is an essential element for the protection...

Health Workers And The Health Care System

ECTION 32. Primary Responsibility of Health Workers. – It is the primary responsibility of the health workers...

Monitoring And Implementation

ECTION 36. Monitoring, Implementation, Functions. – The Department of Health shall be primarily responsible...

Filing of Administrative And Criminal Complaint Records

SECTION 39. Role of Bureau of Food and Drugs (BFAD). – The Bureau of Food and Drugs (BFAD) shall...

Administrative Sanction

SECTION 46.* Administrative Sanctions. – The following administrative sanctions shall be imposed...

Criminal Penalties

SECTION 50. Penalties. – Any person who violates the provisions of this Code or these rules...

Miscellaneous Provisions

Section 51. Donations Within the Scope of This Code. – Donations of products, materials, defined and covered...

Final Provision

SECTION 57. Repealing Clause.- All orders, issuances, and rules and regulations or parts thereof...

If you have a claim in your ad, it is best to have your material screened. Find out more in the Advertising Claims Section

Advertising Claims Section

Rules by Medium

ASC standards must be applied depending on the medium where you are placing your ad. Know more about applying the standards on different mediums here: