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ADBOARD RESPONDS TO GABRIELA, ORDERS PULL-OUT OF OFFENSIVE BRANDY AD
by GABRIELA
Friday, Mar. 05, 2004 at 2:53 PM
gabwp@tri-isys.com 9251993 127-A Sct. Fuentebella, QC
Following protests from women's organizations, the Advertising Board of the Philippines orders the immediate pullout of an offensive brandy ad.
ADBOARD RESPONDS TO GABRIELA, ORDERS PULL-OUT OF OFFENSIVE BRANDY AD
Responding positively to the complaint issued by the Gabriela Womens Party against the Napoleon Brandy ad Nakatikim ka na ba ng kinse anyos?the Advertising Board of the Philippines has ordered the immediate pullout of all Napoleon Brandy radio advertisements and billboards.
In a letter dated March 3, 2004 to Mr. Ed Jimenez, of the Sinson Lascano Group who handles advertising for Napoleon Brandy, the Adboard Executive Director Oscar Valenzuela, said that the Policy-making Body unanimously decided to recall the Clearance to Air issued on (their) radio material effective immediately. Consequently, the billboard material containing the statement nakatikim ka na ba ng kinse anyoshas to be pulled out immediately.
Malou Turalde Jarabe, GABRIELA Womens Partylist Deputy Secretary General said, we appreciate the AdBoards prompt response to the complaint that we lodged against the Napoleon advertisements. It is very reassuring to know that the advertising industry could now regulate itself especially since in the past, advertisers receive much flak for ads that denigrate women.
Jarabe also said that they are expecting the ad agency as well as the makers of Napoleon Brandy to comply with the order immediately. Otherwise, GABRIELA will not hesitate to lead a boycott campaign of Napoleon Brandy, as well as bring down their posters and billboards as well. We are likewise demanding a public apology from Napoleon Brandy for their offensive treatment of women in their advertisements.
Gabriela Womens Partylist National President Liza Largoza-Maza earlier wrote an open letter to the Adboard expressing the groups objection to the kinse anyosadvertisements. Soon after, several womens groups followed suit, supporting GABRIELAs call to pullout the advertisements.
The pull-out of the offensive advertisements is a victory for women and hopefully, a sign that we will be seeing more responsible and gender-sensitive advertising in the future. We hope that other media institutions, including the film industry, print and television media will likewise exercise the same responsibility.#
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