, 
FIFTEENTH CONGRESS OF THE 
REPUBLIC OF THE PHILIPPINES 
First Regular Session 
SENATE 
s.No.1221 
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Introduced by Senator Manny Villar 
EXPLANATORY NOTE 
In view of the pervasive effects of advertisements in various media on the 
values of children and the public in general and recognizing the need to protect 
the vulnerable sectors of society from machinations and manipulations designed 
to increase profit, the State should regulate advertisements in print, radio, 
television, outdoor advertisements including posters and billboards, in movie 
theaters and other media. 
The proposed bill provides for the punishment of any advertising agency, 
television or radio station and publication which will exploit individual and glorify 
sexual violence in its advertisements. 
The passage of this bill will surely aid in the recovery of the morals of 
society, hence, the immediate consideration of this measure is urged. 


i 
FIFTEENTH CONGRESS OF THE 
REPUBLIC OF THE PHILIPPINES 
First Regular Session 
SENATE 
s.No.1221 
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Introduced by Senator Manny Villar 
AN ACT PENALIZING ANY ADVERTISING AGENCY, TELEVISION OR 
RADIO STATION AND PUBLICATION WHICH EXPLOIT WOMEN AND 
GLORIFY SEXUAL VIOLENCE IN ITS ADVERTISEMENTS 
Be it enacted by the Senate and the House of Representatives in 
Congress assembled: 
SECTION 1. Short Tit/e. - This Act shall be known as the "Advertisement 
Regulation Act of 201 0". 
SEC. 2. Declaration of Policy. - Realizing the need to protect the morals 
of society, in view of the pervasive effect of advertisements in various media on 
the values of children and the public in general, and recognizing the need to 
protect the vulnerable sectors of society from machinations and manipulations 
designed to increase profit, it is hereby declared the policy of the State to 
regulate advertisements in print, radio, television, outdoor advertisements 
including posters and billboards, in movie theaters and other media. 
SEC. 3. Definition of Terms. - For purposes of this Act, the following terms 
shall mean: 
(a) "Advertisement" refers to any paid form of nonpersonal presentation 
and promotion of ideas, goods and services by an identified sponsor. 
Advertisement may be in print, radio, television, cable television, outdoor 
advertisement including posters and billboards, in movie theaters or in any other 
media. 
. 
(b) "Advertising agency" refers to any person, firm, corporation, 
partnership, association or other entities engaged in solicitation, production or 
conceptualization of advertisements in any media. 
(c) "Sexual violence" refers to any prejudice, discrimination, harassment or 
physical violence committed upon a person by another because of his or her 
gender, or the perception that persons belonging to a particular gender are weak. 
(d) "Sexual exploitation" shall include any portrayal or attitude of an 
individual or an object as sexually attractive or stimulating which portrayal or 
attitude are naturally calculated to excite impure imaginations and are not 
germane to the goods or services that are advertised. 
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SEC. 4. Prohibition and Penalties. - Any advertising agency, television or 
radio station and publication which exploit individual and glorify sexual violence in 
its advertisements shall, for the first offense, be liable for a fine of not less than 
Fifty thousand pesos (P50,000.00) nor more than Seventy thousand pesos 
(P70,000.00) plus suspension of license or permit for thirty(30) days; for the 
second offense, to a fine of not less than Seventy thousand pesos (P70,000.00) 
nor more than Eighty thousand pesos (P8D,OOO.00) plus suspension of license or 
permit for sixty (60) days; and for the third and final offense, imprisonment of not 
less than six (6) months nor more than six (6)years or a fine of not less than 
Eighty thousand pesos (P80,000.00) nor more than One hundred thousand 
pesos (Pi 00,000.00), or both such imprisonment and fine, at the discretion of the 
court, plus the cancellation of the license or permit. 
If the offender is a firm, corporation, partnership or association, the penalty 
shall be imposed upon the owner, manager, president or any responsible officer 
of the advertising agency, television or radio station and publication. 
If the offender is an alien, he shall be deported after serving his sentence 
without further proceeding and shall be barred from entering the Philippines. 
SEC. 5. Monitoring. - The Movie and Television Review and Classification 
Board shall monitor compliance with the provisions of this Act. 
SEC. 6. Rule-making Powers. - The Board and the Department of Justice 
shall promulgate a prosecution of violators of this Act and other necessary rules 
and regulations for the effective implementation of this Act. 
SEC. 7. Repealing Clause. - No provision of this Act shall affect Article 
201, Title VI of the Revised Penal Code, as amended. All other laws, executive 
orders, decrees, rules or regulations and other issuances or parts 
thereof which are inconsistent herewith are hereby repealed or amended 
accordingly. 
SEC. 8. Effectivity Clause. - This Act shall take effect upon its approval. 
Approved, 
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