Something slipped under the noses of the many concerned industries – manufacturing, advertising and marketing. Administrative Order No. 2010-008 issued by the Office of Health Secretary Esperanza Cabral, pertains to the “Directive Specific to the Change in the Use of the Phrase “No Approved Therapeutic claim” in all Advertisements, Promotional, and/or Sponsorship Activities or Materials concerning Food/Dietary Supplements”.
Simply stated, “No approved therapeutic claim” can no longer be a disclaimer.
Issued on March 18,and with immediate effect, it has had the Advertising Standards Council (ASC) on an information-media blitz to comply.
“The news came out March 18 in major newspapers, by the time they issued the circular, it was for immediate implementation,” said Cris Honrado-Dasig of the ASC. “We were surprised when read the A.O. We were not advised of implementation. Meron na palang (Apparently, there are) implementation guidelines for health supplements,” she continued.
The A.O. states “a growing concern on food/dietary supplements with dubious, inaccurate, false, deceptive or misleading claims about their efficacy and/or nutritional, medicinal or health-enhancing attributes, character, value, merit, or safety are being raised by the members of the public, hence, this Administrative Order.”
The A.O. defines Food/Dietary Supplement to “mean a processed food product intended to supplement the diet that bears or contains one or more of the following dietary ingredients: vitamin, mineral, herb, or other botanical, amino acid, and dietary substance to increase the total daily intake in amounts conforming to the latest Philippine recommended energy and nutrient intakes or internationally agreed minimum daily requirements. It is usually is in the form of capsules, tablets, liquids, gels, powders or pills and not represented for use as a conventional food or as the sole item of a meal or diet or replacement of drugs and medicines.”
Instead of “No approved therapeutic claim”, it is mandated to strictly carry, in Filipino, the standard message or phrase:
“MAHALAGANG PAALALA: ANG (NAME OF PRODUCT) AY HINDI GAMOT AT HINDI DAPAT GAMITING PANGGAMOT SA ANUMANG URI NG SAKIT.”
(Important message: (Product name) is not medicine and must not be used as cure for any type of illness.)
in every advertisement, promotion and/or sponsorship activity or any material used concerning Food/Dietary Supplements, PRINT and other VISUAL, AUDIO and Audio Visual advertisements or promotions.
Furthermore, the A.O. “shall cover the change of the use of the message or phrase “No Approved Therapeutic Claim” in all advertisements, promotions and/or sponsorship activities or materials concerning Food/Dietary Supplements, as well as, owners, manufacturers, distributors, advertisers and/or the agents of such products, and the Advertising Standards Council, Television Networks, Radio Stations and other concerned offices, establishments, or persons.”
We knew (the Department of Health) were being strict with health supplement advertising, that there are different organizations in discussions, regarding the effects of health supplements, and were presenting to DOH,” Honrado-Dasig added.
In reaction to the A.O., ASC Circular No. 2010-006 which reminds all Food/Dietary Supplements Advertiser/Ad Agency to make sure all their print ads and/or merchandising materials are pre-screened prior to publication/distribution to preclude you and/or your client from imposition of penalty due to violation of the ASC guidelines.
adobo magazine. The Word on Advertising.
