FIFTEENTH CONGRESS OF THE REPUBliC 
OF THE PHILIPPINES 
First Regular Session 
SENATE 
S. No. 2512 
) 
) 
) 
Introduced by Senator Manuel "Lito" M. Lapid 
EXPLANATORY NOTE 
": i 
The Philippines has been called the "TEXT" capital of the world due 
to the large volume of Short Messaging System (SMS) traffic exchange in 
the country. It has been estimated that the number of cellular phone 
subscribers in the Philippines reached over 23 million and is still growing at 
a rapid rate. 
Mobile phones, being the most common personal accessories 
among many Filipinos, have a deeper market penetration than JandJine 
phones, making it an attractive target for advertising. Over the internet, 
"Spamming" or the means of bombarding personal e-mails with unsolicited 
messages and advertisements, has been a perennial problem of many 
subscribers. It is foreseen that a similar problem in the wireless industry will 
follow suit. 
At present, advertising through mobile phones comes in the form of 
occasional promotional announcements by cellular operators. However, 
there are growing reports that subscribers are sent company promotions, 
announcements, and other advertisements for a fee without their consent. 
In order to abate the possible abuse of the wireless industry with 
unsolicited messages and advertisements, it is suggested that we 
discourage companies, as early as now, from using mobile phone text 
messaging in promoting their products and services. 
In view of the foregoing, immediate approval of this measure is 
earnestly requested. 
r 
MAN~: 
M. LAPID 
Senator 
tJ-~ 


FIFTEENTH CONGRESS OF THE REPUBLIC 
OF THE PHILIPPINES 
First Regular Session 
SENATE 
S. No. 2512 
) 
) 
) 
Introduced by Senator Manuel "Lito" M. Lapid 
AN ACT 
REGULATING THE USE OF TEXT, GRAPHICS, MULTIMEDIA AND 
OTHER SIMILAR MESSAGING SYSTEMS OF MOBILE PHONES AS 
MEDIUM FOR BUSINESS ENTITY ADVERTISEMENTS AND FOR OTHER 
PURPOSES 
Be it enacted by the Senate and House of Representatives of the Philippines in 
Congress assembled: 
SECTION 1. 
Short Title. -
This Act shall be known as "Cellular Phone 
Message Spamming Protection Act of 2010". 
SEC. 2. 
Definition of Terms. - Whenever used in this Act, the following 
terms shall mean: 
a) 
,Advertisements -
shall refer to any form of business promotions, 
announcements, and other messages relevant to company affairs. 
b) 
Multimedia Messaging Service (MMS) - shall refer to a technology that 
allows one to create, send, and receive text messages including a live streaming or pre-
recorded video and audio signals transmitted by a 2.5G or 3G (third generation) 
wireless telephone system. 
c) 
Short Message Service (SMS) or Text Messaging -
is a small text 
message of up to 160 characters transmitted by a Global System for Mobile 
Telecommunications (GSM) phone or other digital type wireless phone to another SMS 
enabled device. 
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d) 
Network Operator -
shall refer to a personnel of a network provider 
authorized to directly and simultaneously transmit messages to all its subscribers by 
way of SMS and other similar means. 
e) 
Network Provider - shall refer to any wireless telephone or cellular phone 
company capable of transmitting text, graphic and multimedia signals using Its 
telecommunications network. 
f) 
Unsolicited Advertisements -
shall refer to commercial advertisements 
sent by 
business entities to cellular phone subscribers who did not signify their 
intention to receive SMS advertisements as reflected in the subscriber's advertisement 
consent reply form issued by the Network Provider. 
SEC. 3. 
Prohibited Act. - It shall be unlawful for business entities to send 
unsolicited advertisements directly to cellular phone subscribers or through a network 
operator via transmission arrangement with the network provider using SMS, graphics, 
or MMS. 
Provided however, that in case the unsolicited adVertisement will originate 
from the network provider, it shall not be liable to the penalties provided in this act. 
Provided further, that such advertisements of the Network provider shall only be limited 
to service announcements affecting the subscribers. 
SEC. 4. 
Advertisement Consent Reply Form. - All cellular phone network 
providers shall be required to make part of their subscriber's application form, a portion 
that will reflect the latter's intention or rejection to receive SMS advertisements. 
Provided however, that in case of existing subscribers, a separate consent reply form 
shall be sent to them individually. 
SEC. 5. 
Coverage. - All business entities registered with the Securities and 
Exchange Commission (SEC) and the Department of Trade and Industry (DTI) as well 
as individuals and 
non-profit organizations who connive in the execullon of the 
prohibited acts stated herein, shall be covered by this act. 
SEC. 6. 
Penalties. - Any person who shall violate this Act shall, upon 
conviction, be punished by a fine of not less than Five Hundred Thousand Pesos 
(P500,000.00) but not more than One Million Pesos (Php1,000,000.00), or an 
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imprisonment of not less than six (6) months but not more than six (6) years, or both, at 
the discretion of the court: Provided, however, That if the violation is made by a 
corporation, as'sociation, or partnership, the penalty provided herein shall be imposed 
upon the directors, president, or managing partners; Provided further, That If the 
transmission of advertisement is coursed through a network provider, it shall take on the 
liability of the penalty imposed. 
SEC. 7. 
Separability Clause. - If, for any reason, any section or provision 
of this Act shall be held unconstitutional or invalid, the other section or provision not 
otherwise affected shall remain valid. 
SEC. 8. 
Repealing Clause. - All laws, decrees, orders, or administrative 
rules and regulations or any part thereof which may be inconsistent with the provision of 
this Act are hereby repealed, amended or modified accordingly. 
SEC. 9. 
Effectivity. - This Act shall take effect thirty (30) days after its 
publication in two (2) newspapers of national circulation. 
Apprbved, 
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