Republic of the Philippines
HOUSE OF REPRESENTATIVES
Quezon City

SEVENTEENTH CONGRESS
First Regular Session

HOUSE BILL NO.

Introduced by Rep. Winston “Winnie”Castelo

EXPLANATORY NOTE

This proposed measure finds it imperative to lay penalties to advertising agencies,
either in form or more so in substance, exploit women and glorify sexual violence in
their advertisements

It should be that the public is given the opportunity to buy any product or commodity by
relying solely on the truthful representations made by advertisers and to improve and
safeguard the image of women in the field of advertising.

At this day and age, children easily catch trends and fads and are effortiéésly influenced
by mass media. Their exposure to sexual violence and exploitation of women in
advertisements unnecessarily miseducates them and gives they a squint societal
perception

The swift passage of this bill is thus earnestly prayed for.


Republic of the Philippines
HOUSE OF REPRESENTATIVES

SEVENTEENTH CONGRESS
First Regular Session

3813

HOUSE BILL NO.

Introduced by Rep. Winston “Winnie”Castelo

AN ACT
PENALIZING ALL ADVERTISING AGENCIES THAT EXPLOIT WOMEN AND GLORIFY
SEXUAL VIOLENCE IN THEIR ADVERTISEMENTS

Be it enacted in the Senate and the House of Representatives of the Republic of the
Philippines in Congress assembled’

SECTION 1. Short Title. — This Act shall be known as the “Advertisement
Regulation Act 2016.”

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, outdoor
advertisements including posters and billboards.

SEC. 3. Definition of Terms. — For purposes of this Act, the following terms shall
mean:

a. Advertisement — any paid form of non-personal presentation and promotion of
ideas, goods and services by an identified sponsor. Advertisement may be in
print, outdoor advertisements including posters and billboards;

b. Advertising Agency — any person, firm, corporation, partnership, association
or other entities engaged in solicitation, production or conceptualization of
advertisements in any media;

c. Sexual violence - 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 — includes any portrayal or attitude of an individual or an
object as sexually attractive or stimulating which portrayal or attitude is
naturally calculated to excite impure imaginations and is not germane to the
goods or services that are advertised;

SEC. 4. Prohibition and Penalties. - Any advertising agency which
exploits and glorifies sexual violence in their advertisements shall, for the first
offense, be liable for a fine of not less than One Hundred Thousand Pesos


(P100,000.00) nor more than One Hundred Fifty Thousand Pesos (P150,000.00)
plus suspension of license or permit for thirty (30) days; For the second offense,
for a fine not less than One Hundred Fifty Thousand Pesos (P150,000.00) nor
more than Two Hundred Thousand Pesos (P200,000.00) plus suspension of
license or permit for sixty (60) days; and for the third and final offense, for a fine
of not less than Two Hundred Thousand Pesos (P200,000.00) nor more than
Two Hundred Fifty Thousand Pesos (P250,000.00) and/or imprisonment for a
period at the discretion of the court plus 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

If the offender is an alien, he shall be deported after serving sentence
without further proceeding and shall be barred from entering the Philippines.

SEC. 5. Monitoring. - The Advertising Board of the Philippines 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 Art. 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 publication
in the Official Gazette or in at least two (2) newspapers of general circulation

Approved,