Unilever Philippines temporarily cancels ads for all live game shows

With its decision to pull out ads on all live game shows, including Willing Willie hosted by Willie Revillame (in photo), Unilever Philippines’s wishes to: "a. protect the rights of contestants (especially women and children), b. provide responsible content for TV viewers, and c. ensure a safe communications environment for sponsors and brands."


Sumunod na rin ang Unilever Philippines sa pagkakansela ng mga advertisement ng mga produkto nito, subalit hindi lamang sa kasalukuyang kontrobersiyal na programang Willing Willie ng TV5.

Ayon sa official statement ng Unilever na inilabas kaninang hapon, April 8, nakasaad dito na ang naganap sa Willing Willie noong Marso 12—kung saan ilang ulit na sumayaw ng "macho-dance routine" ang six-year-old contestant na si Jan-Jan Suan—ay isang seryosong insidente.

Dahil dito, sabi ng Unilever Philippines, "We acted by immediately engaging the network authorities, expressing our serious concern and demanded assurance that similar incidents would not happen again."

Kasama sa statement na ito ang panawagan ng kumpanya sa Philippine Association of National Advertisers (PANA) na manguna upang tulungan ang mga TV network na gumawa ng, "strict and consistent self-regulatory framework. We expect this to be in place no later than one month."

Dagdag pa rito, mananatili umano ang suspensyon ng mga advertisement ng kanilang produkto hanggang sa magkaroon ng mas mahigpit at objective na "self regulatory guidelines" ang mga networks. Gayundin, magkaroon ng, "proper enforcement by the relevant government agencies of existing content regulations."

Ang kanselasyon ng mga advertisement ay magsisimula sa Lunes, Abril 11.

Bukod sa Unilever, pansamantala na rin kinansela ng Jollibee Food Corporation ang ad placemeng ng isa sa mga food chain nito na Mang Inasal sa programang Willing Willie. Ganito rin ang naging aksyon ng Procter & Gamble Philippines at Cebuana Lhuillier.

Narito ang kabuuang statement ng Unilever Philippines:

"Unilever’s Sponsorship on Live Game Shows

"This is to make public a set of actions taken by Unilever Philippines after an incident in a popular TV show a few weeks ago. The incident featured a 6-year old boy doing a dance number as part of a reality game show.

"We recognised that this incident has drawn mixed reactions from different sectors in the society.

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"In Unilever Philippine’s view, it was a serious incident and as a result, we acted by immediately engaging the network authorities, expressing our serious concern and demanded assurance that similar incidents would not happen again.

"TV5, the network, has apologized to us and committed to a series of "self-regulation" measures including the appointment of an internal ombudsman to supervise stricter program guidelines and impose a moratorium on the presence of kids in their live reality shows until a complete investigation is finished. This seems to have been validated by MTRCB as per article published in the Philippine Daily Inquirer on April 6, 2011, Page F3.

"We see all these actions as positive steps, but we also look forward with great interest to the prospect of MTRCB strengthening regulations on content across all live game shows and making clear the potential sanctions for erring programs.

"In support of the above, Unilever Philippines has decided;

"1. To temporarily suspend effective Monday, April 11, 2011, our participation in ALL reality-based live game shows across all networks. This measure will be in place until we observe stricter and objective self-regulatory guidelines across networks and proper enforcement by the relevant government agencies of existing content regulations.

"2. We will actively seek for PANA’s (Philippine Association of National Advertisers) involvement and leadership to help the networks develop a strict and consistent self-regulatory framework. We expect this to be in place no later than one month.

"3. In all these, Unilever Philippines actions are oriented to:

"a. protect the rights of contestants (especially women and children),

"b. provide responsible content for TV viewers, and

"c. ensure a safe communications environment for sponsors and brands.

"With these actions, we expect something good will come out of this incident.

"Unilever Philippines will continue to positively influence the media landscape and work on strengthening our long-standing partnership with all TV networks.

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"Chito Macapagal

"VP for Corporate Affairs

"Liz Vengco

"External Communications Manager"


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