SIXTEENTH CONGRESS OF THE REPUBLIC ) 
OF THE PHILIPPINES 
) 
Second Regular Session 
) 
"h FEB 17 r 3 :35 
SENA.JE 
S. No. 
2657 
Introduced by Senator Miriam Defensor Santiago 
AN ACT 
TO DIRECT THE DEPARTMENT OF TRADE AND INDUSTRY TO SUBMIT 
TO CONGRESS A REPORT ON THE USE, IN ADVERTISING AND OTHER 
MEDIA FOR THE PROMOTION OF COMMERCIAL PRODUCTS, OF 
IMAGES THAT HAVE BEEN ALTERED TO MATERIALLY CHANGE THE 
PHYSICAL CHARACTERISTICS OF THE FACES AND BODIES OF THE 
INDIVIDUALS DEPICTED 
EXPLANATORY NOTE 
The Constitution, Article 2, Sections 15, provides: 
SEC. 15. The State shall protect and promote the right to 
health of the people and instill health consciousness 
among them. 
The Constitution, Article 12, Sections 6, further provides: 
SEC. 6. The use of property bears a social function, and 
all economic agents shall contribute to the common good. 
Individuals and private groups, including corporations, 
cooperatives and similar collective organizations, shall 
have the right to own, establish, and operate economic 
enterprises, subject to the duty of the State to promote 
distributive justice and to intervene when the common 
good so demands. 
It is a common practice in advertising that advertisers alter images used in 
print and electronic media to materially change the physical characteristics of 
models' faces and bodies, often altering the models' size, proportions, shape, and 


skin color, removing signs of ageing, and making other similar changes to models' 
appearance. 
An increasing amount of academic evidence links exposure to such altered 
images with emotional, mental, and physical health issues, including eating 
disorders, especially among children and teenagers. There is particular concern 
about the marketing of such images to children and teenagers through distribution 
in teen-oriented publications, advertising displayed in public places outside the 
home, and online media. 1 
Such altered images can create distorted and unrealistic expectations and 
understandings of appropriate and healthy weight and body image. 
The dissemination of unrealistic body standards has been linked to eating 
disorders among men and women of varying age groups, but it has a particularly 
destructive health effect on children and teenagers. 
Further, the use of image alteration, especially for advertisements of beauty 
products andlor cosmetic procedures is a clear deception on the part of the 
advertisers by passing off an altered image as a possible result of using their 
products andlor services. 
This bill mandates the Department of Trade and Industry to conduct an in-
depth study on the use of image manipulation in advertising and propose measures 
to prevent the harmful effects of deceptive advertising among Filipino consumers. 
I AMA Adopts New Policies at Annual Meeting. http://www.ama-assn.org/ama/pub/news/news/all-new-
policies.page 
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SIXTEENTH CONGRESS OF THE REPUBLIC ) 
OF THE PHILIPPINES 
) 
Second Regular Session 
) 
"15 IU 17 P3 :35 
SENATE 
S. No. 
2657 
Introduced by Senator Miriam Defensor Santiago 
1 
AN ACT 
2 
TO DIRECT THE DEPARTMENT OF TRADE AND INDUSTRY TO SUBMIT 
3 
. TO CONGRESS A REPORT ON THE USE, IN ADVERTISING AND OTHER 
4 
MEDIA FOR THE PROMOTION OF COMMERCIAL PRODUCTS, OF 
5 
IMAGES THAT HAVE BEEN ALTERED TO MATERIALLY CHANGE THE 
6 
PHYSICAL CHARACTERISTICS OF THE FACES AND BODIES OF THE 
7 
INDIVIDUALS DEPICTED 
8 
Be it enacted by the Senate and the House of Representatives of the 
Philippines in Congress assembled: 
9 
SECTION 1. Short Title. - This Act shall be known as the "Anti-Deceptive 
10 
Advertising Report Act." 
11 
SECTION 2. Declaration of Policy. - It shall be the policy of the State to 
12 
protect the consumers from deceptive advertising and ensure that the public is not 
13 
misled into buying products below the standards in which they are advertised. The 
14 
State shall likewise endeavor to protect consumers from negative self-image by 
15 
preventing advertising practices that presents altered images of model as real. 
16 
SECTION 3. Report. - Not later than 18 months after the date of the 
17 
enactment of this Act, the Depmiment of Trade and Industry shall submit to 
18 
Congress a repOli that contains: 
1 


1. a strategy to reduce the use, in advertising and other media for the 
2 
promotion of commercial products, of images that have been altered to 
3 
materially change the physical characteristics of the faces and bodies of 
4 
the individuals depicted; and 
5 
2. recommendations for an appropriate, risk-based regulatory framework 
6 
with respect to such use. 
7 
SECTION 4. Input of External Stakeholders and Experts. - In preparing the 
8 
report required by this Act, the Department of Trade and Industry shall solicit input 
9 
from external stakeholders and experts on the strategy and recommendations 
10 
required to be included in such report. The Commission shall ensure that input is 
11 
obtained from an appropriate number of stakeholders and experts and, to the extent 
12 
practicable, from stakeholders and experts that are geographically and culturally 
13 
diverse and that include stakeholders and experts from the physical and mental 
14 
health, business, and consumer advocacy communities. 
15 
SECTION 5. Separability Clause. - If any provision or part hereof, is held 
16 
invalid or unconstitutional, the remainder of the law or the provision not otherwise 
17 
affected shall remain valid and subsisting. 
18 
SECTION 6. Repealing Clause. - Any law, presidential decree or issuance, 
19 
executive order, letter of instruction, administrative order, rule or regulation 
20 
contrary to or is inconsistent with the provision of this Act is hereby repealed, 
21 
modified, or amended accordingly. 
2 


SECTION 7. Effectivity Clause. - This Act shall take effect fifteen (15) 
2 
days after its publication in at least two (2) newspapers of general circulation. 
Approved, 
/ apm020620 15 
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