IMMAP, an IT Related Society

Internet and mobile marketing remains to be at the infancy stage in the business environment in the Philippines. While the industry is experiencing rapid growth rates in North America and Europe, the opposite can be said here in the Philippines. The users of the two media in the country have grown tremendously through the years, with internet users numbering 9 million or 9% of the total population. Mobile users on the other hand, boast of a staggering 35 million users or 40% of the population. Both media have started off just around 10 years ago, and this growth rate experienced is faster compared to any of the traditional media in history.

Advertising and marketing play a vital role in the internet and mobile industry, as like any other media channel, the survival of internet and media companies rely on marketing for revenues. The explosion of internet companies like Google and Yahoo! has changed the way internet is used in marketing, and the same can be said on how telecom companies like Vonage or Verizon revolutionized mobile marketing. To date, web and mobile accounts for 10% of advertising spending in the US, and is expected to increase to 40-50% within the next couple of years in certain industries.

In the Philippines, marketing through the web has yet to take off. Last year, it is estimated that online ad spending would sum up to only P100 million, a measly 0.2% of the total advertising spending. Mobile shares the same fate, although while they are higher than web advertising, they are also a small percentage of the total ad mix.

The two new media internet and mobile, sometimes referred to as interactive or digital media, possess a wealth of opportunities for marketers to communicate directly with their customers. Unlike the traditional media television, radio or print where these media serve as channels for advertising placements, digital media provide marketers the opportunity to utilize technology to have a closer relationship with their customers as these media offer 24/7 communication and engagement, feedback mechanisms, and other CRM tools.

With the power of being digital and interactive, it goes without mentioning that the two marketing media, internet and mobile, at this stage of development, are very much underutilized and not given the appropriate attention. Both are seen as a techie-geeky tool, somewhat confined to only those who were nerdy enough to understand them, and very much underutilized in the marketing community.

It is because of this opportunity and need that companies that belong to the internet and mobile media have come together to form IMMAP, and embarked on working towards educating and providing the necessary digital tools for advertising and marketing professionals to make better communication decisions. It is believed that the two media will soon be utilized and used as complementary marketing tools to traditional media once advertising and marketing professionals understand how these can be used and optimized.

Vision

The vision of the Internet and Mobile Marketing Association of the Philippines (IMMAP) is to become the premier marketing association for internet and mobile organizations.

Mission

The mission of IMMAP is to spearhead the use of the internet and mobile to become recognized marketing mediums in the industry by:

1. Establishing a code of ethics and set of standards for the execution of internet and mobile marketing in the country
2. Providing the latest research and studies on the effectiveness of internet and mobile as marketing tools
3. Conduct presentations to advertising and marketing professionals regarding the power brought about by digital and interactive media
4. Develop camaraderie and share best practices among professionals in the digital and interactive industry
5. Create a monitoring and audit standard for market ranking and performance to allow better decision making for advertising and marketing professionals.
6. Growing the industry through the creation and management of global opportunities for members, and making the Philippines a global player in providing digital marketing services.
7. Recognizing excellence in the field of web and mobile marketing and advertising.
   
   Membership of the IMMAP would be confined to organizations that offer the internet and mobile as marketing platforms to companies for use in communicating and interacting with their set of customers, or organizations that deliver a service to internet and mobile companies, or organizations that use the internet and mobile media as a platform for communicating to their stakeholders. These would include but not limited to:
   1. Internet companies
   2. Content providers
   3. Media companies that operate a website
   4. Web designers and developers
   5. Mobile suppliers
      
      
      Code of Ethics for an Online and Mobile 
      Advertisement Material
        A. Misleading Advertisements
      1. The Consumer Act of the Philippines (R.A. No. 7394) and its implementing
      rules, Department Administrative Order No. 2, Series of 1993, regulate,
      among others, advertising and sales promotions of consumer products. The
      Consumer Act prohibits false, deceptive, or misleading advertisements.
      Comparative advertising is also regulated in the Philippines. 
      2. The IMMAP’s standards prohibits "unfair or deceptive acts or practices" on all
      Internet advertising, marketing, and sales. A representation, omission, or
      practice is deceptive if it is likely to: 
      • mislead consumers  (relevant information is left out or if the claim
      implies something untrue) and
      • affect consumers' behavior or decisions about the product or service. 
      An act or practice is unfair if it causes, or is likely to cause danger in one’s
      health, safety, or performance. 
      3. Claims of product and service properties or characteristics should be clearly
      presented and should not, in the guise of creativity, be confusingly or
      misleadingly distorted or exaggerated in the light of the product’s or service’s
      market. 
      4. Advertisements should not substantially or materially have the same
      distinguishing features unique to other advertisements, regardless of product
      or service category, including general layout, copy, slogan, visual
      presentation, music, or sound effects.
      5. An advertisement should avoid any possible confusion as to the identity of the
      advertiser or the source or identity of a product or service.
      6. Advertisements incorporating a test or demonstration of a product or service
      property or characteristics must clearly, fairly, factually and accurately
      present the test or demonstration confirming the claimed product or service
      property or characteristic. Any test or demonstration may be used only if it
      directly proves the claimed product or service property or characteristics. 
      7. Price and purchase terms, when used, should be clear and complete. When
      parts or accessories that the consumer might reasonably suppose to be part
      of the original sale are available only at an extra cost or for further
      consideration, such should be clearly indicated.
      B. Advertising Directed to Children: 
      1. Sellers should take special care not to misrepresent a product or its
      performance when advertising to children. 
      2. Commercial websites directed to children under 13 years old or general
      audience sites that have actual knowledge that they are collecting information
      from a child must obtain parental permission before collecting such
      information.
      3. Advertising is not permitted for the promotion of child pornography, any
      sexually suggestive content involving children, or other non-consensual
      material.
      4. Prohibited content also includes ads promoting teen pornography or other
      pornography that describes models who might be underage
      5. Advertisements directed primarily at the children should not exploit their
      natural credulity. 
      6. Advertisements and promotional activities for proprietary drugs, medicines,
      devices and treatments should not be directed to children.
      7. Advertisements should not allow children taking drugs and medicines without
      the supervision of a responsible adult. 
      8. Advertisements should not encourage reckless, improper or antisocial
      behavior and should not show children in activities that would normally not be
      allowed by responsible adults for reasons of safety or propriety. 
      9. Advertisements meant for children should not contain indelicate references to
      infirmities or scenes depicting physical and mental cruelty. In general,
      advertisements for children should not show irresponsible, violent or
      reprehensible acts/practices in a manner that may lead children to interpret
      or adopt them as normal or acceptable social behavior. 
      C. Discriminating Advertisements
      1. Advertisements and associated websites should not promote violence or
      derogate a protected group. A protected group is distinguished by their: race
      or ethnic origin, color, national origin, religion, disability, sex, age, veteran
      status, sexual orientation/gender identity.
      2. Ad text assailing any organization or person (public, private, or protected) is
      not permitted.
      D. Advertisements with Sexual/Violent/Illegal Content
      1. Drugs: Advertising is not permitted for the promotion of illicit drugs and drug
      paraphernalia including the misuse or abuse of lawfully-acquired drugs and
      medicines. 
      2. Drug test: Advertising is not permitted for the promotion of products intended
      to help individuals pass drug tests such as drug cleansing shakes and urine
      test additives.
      3. Advertisements should not depict dangerous practices or encourage disregard
      for safety, unless adequately qualified or balanced with a positive
      presentation or a clear warning within the advertisements. 
      4. Advertisements should not exploit or tend to promote physical, verbal or
      psychological violence or the use of deadly weapons (other than for lawful
      purposes) whether achieved through real or fictional characters or situations. 
      5. Advertisements should not emphasize or dramatize ailments, distress or
      morbid situations or use such situations in an offensive manner. Neither
      should advertisements demean or ridicule persons suffering from physical or
      mental afflictions or deformities.
      6. Prostitution: Advertising is not permitted for the promotion of prostitution.
      7. Profanity, obscenity and vulgarity, or presentations, which are offensive to
      contemporary standards of decency or morals, shall not be allowed, even
      when understood only by a part of the audience.
      8. Indecent exposure of the human body shall not be allowed. Some exposure of
      the human body may be allowed in advertisements when in good taste and
      relevant to the product or service being advertised, the situation being
      portrayed or the audience being addressed. 
      E. Advertisements of Fake Products:
      1. Fake documents: Advertising is not permitted for the promotion of fake
      documents such as fake IDs, passports, social security cards, immigration
      papers, diplomas, and noble titles. 
      2. Counterfeit designer goods: Advertising is not permitted for products that are
      replicas, or imitations, of designer goods.
      F. Political Advertisements:
      1. Hate/anti concepts: We do not allow ads that advocate discrimination or
      hatred against any individual, group or organization.
      2. Advertisements should always be readily perceptible as commercial
      announcements and should not create any misimpression that they are news
      or editorial items or public service announcements. Applicable guidelines of
      the relevant media industry should also be observed
      G. Advertisements with Professional Data References/Testimonials
      1. Advertisements using the results of a bona fide research, surveys, or test
      relating to a product should not be so prepared or disseminated as to be
      misleading or inaccurate in any manner, including by creating or claiming any
      implication beyond that clearly established by the research, survey, or test. 
      2. No “No.1” claim with respect to any product or service shall be allowed unless
      it is clearly delineated and qualified as to render the claim objectively
      verifiable. The claim should, in any case, be substantiated. 
      3. Testimonial claims should be genuine and truthful and should be categorically
      stated as the personal experience or opinion of the endorser and should be
      clearly presented as part of a testimonial statement. 
      4. All quotations from or references to laboratory data, statistics and scientific
      terms used should be presented fairly and in their correct context and should
      in any case not be presented as to create an impression other than that
      originally intended by the source. 
      5.  “Before” and “After” situations must reflect truthful and factual comparisons. 
      Comparisons of the “antecedent” situation with the “subsequent” situation 
      must not be exaggerated or misleading.
      H. Advertisements with Non-Prescription Drugs, Devices, and Treatments
      1. No pharmaceutical product may be advertised unless it has been duly
      registered with the BFAD. 
      2. Advertisements for non-prescription drugs, devices, and treatments should
      not describe or dramatize distress (e.g., death or serious illness) in a morbid
      manner. 
      3. Advertisements of all non-prescription drugs should carry the advice, “If
      symptoms persist, consult your physician.” 
      4. In advertising medical products, claims that a product will effect a cure and
      the use of such words as “safe”, “without risk”, “harmless”, “instant”,
      “effective” or terms of similar import shall not be permitted, unless based on
      or within the context of and consistent with the indications and labeling of
      said products as approved by the BFAD. 
      5. Non-prescription drugs devices treatments may not be directly or indirectly
      advertised as the answer to conditions of premature aging or loss of virility,
      unless officially so allowed in writing by the BFAD. 
      6. Advertisements should not offer any product or treatment for slimming/
      weight reduction or figure control if independent medical opinion considers
      the use of the product or treatment can be harmful. 
      7. The word “tonic” when used in advertisements shall state clearly the specific
      purpose for which the tonic is to be used or taken and shall not claim nor
      imply treatment or results related to sexual potency, inadequacy or the aging
      process. 
      8. Unlicensed medical practitioners shall not be allowed to advertise their
      services. 
      9. Advertisements by a medical practitioner shall be subject to the Code of
      Ethics and applicable laws and rules of his profession. 
      I. Advertisements with Promotions 
      1. Advertisements for propriety drugs, devices, and treatment offering prizes,
      promotions, competitions and additional rewards or benefits other than those
      which can be reasonably expected from the product’s use, or otherwise
      involving any promotion may be permitted only with the express written
      approval of the BFAD. 
      2. A propriety drug, device or medicine may not be used as a promotional item
      for any product or services without the express written approval of the BFAD. 
      3. The word “win” and/or words of similar meaning may not be used without
      qualification or as a categorical claim to imply a certainty of winning unless
      justified by the mechanics of the promotion. 
      4. Specific prices, which can be won by a single individual, must be made clear
      and the total value of the prices may be used only if plainly described as the
      aggregate value of several prizes. 
      5. Advertisements of raffles, contests, or competitions, which offer prizes should
      state all, the material conditions for participation. However, if no details or
      conditions are announced, the advertisement should also state how and
      where the purchaser may obtain full details of the rules, e.g., “See posters
      and print ads for details.” 
      6. Advertisements of contests or competitions must conform to the regulations
      of the appropriate government agency. 
      J.  Advertisements for Alcoholic Beverages/Cigarettes
      1. Advertisements should not state that smoking and/or drinking is essential to
      social success or acceptance, that drinking is a genuine symbol of masculinity
      or that refraining from drinking is a sign of weakness. 
      2. Advertisements for alcoholic beverages/ cigarettes/tobaccos should not depict
      the act of drinking/ smoking, explicitly or implicitly. 
      3. Advertisements should not feature or promote excessive drinking or smoking.
      4. Advertisements should not claim that drinking or smoking brings about
      therapeutic, sedative, tranquilizing or stimulating effects or enhances sexual
      prowess or appeal. 
      5. Advertisements for local beverages/ cigarettes may not be aimed at or
      directed to minors as the target audience. Specifically models and talents who
      are minors and those who portray authority figures or roles meant to appeal
      specifically to minors (e.g., folk or comic book heroes, war/national heroes,
      law enforcers) may not appear in such advertisements. 
      6. Advertisements should not in any manner represent or imply that drinking
      and driving are safe compatible activities. 
      7. No advertisements on alcoholic beverages or cigarettes shall appear in any
      children’s programs, or in children’s magazines, or publications directed
      specifically to children and minors
      8. Alcoholic beverage advertisements should carry the device “DRINK
      MODERATELY” 
      9. All cigarette advertisements should carry, at the end, the statement,
      “GOVERNMENT WARNING: CIGARETTE SMOKING IS DANGEROUS TO YOUR
      HEALTH.”
      K. Advertisements Using Philippine Standards and Symbols
      1. The Philippine National Flag or any of its earlier versions and the Seal of the
      Republic may be used as illustrative material only in sober and respectful
      advertising whose theme is patriotic or commemorative, or reflects the
      heritage and/or traditions of the Filipino people. 
      2. Historical/national events, national events, national heroes, and national
      shrines can be used in advertisements only if presented accurately and
      respectfully and used to promote positive values. 
      3. The representation of the Philippine Currency in advertisements shall be
      governed by the rules promulgated by the Bangko Sentral ng Pilipinas Circular
      No. 61 s. 1995). 
      L. Advertisements for Financial Services
      1. Advertisements for financial services such as lending, investing, and other
      similar transactions should comply with applicable rules, regulations, and
      circulars of the Bangko Sentral ng Pilipinas and other appropriate government
      agencies. 
      2. Such advertisements should contain a sufficiently clear, concise and complete
      statement of all the material terms and conditions of the offered financial
      product, transaction or service in order that the consumer is fairly apprised of
      the total consideration for and the essential nature of the product, transaction
      or service. 
      3. Where other specific details which could influence the consumer’s decision are
      not stated, the advertisement should so indicate this and the manner in which
      complete information may be obtained. For this purpose, the advertisement
      may use a statement such as “For other important details and information,
      please contact or see _________.” 
      M. E-mails, Text Messages and Newsletters
      1. Marketing email, text messages and/or newsletter should only be sent to
      recipients who have provided their consent to receive such information (optin). 
      2. Subscribers may register by sending a text message, calling a voice response
      unit, registering on a website, or through some other legitimate paper-based
      method.
      3. The subscriber must receive and/or be offered something of value to them in
      return for receiving the communication. Value may be delivered in the form of
      product and service enhancements, reminders, sweepstakes, contests,
      information, entertainment, discounts or location-based services
      4. Email marketing messages/ newsletters and text messages should not be
      sent to recipients who have indicated that they do not wish to receive such.
      5. Content Providers shall include valid addresses or numbers to which recipients
      can send requests to cease broadcast messages. They shall also provide
      command/message to opt-out.
      6. An individual can request to be removed from the lists at any time. The
      process for opting out should be simple and straightforward, and
      organizations should confirm by email/text that the opt-out request
      or will be followed through without requiring further action by the consumer.
      7. Every email or text marketing communication should clearly identify the
      sender of the message. The subject line and body text in the communication
      should accurately reflect the content, origin, and purpose of the
      communication.
      8. Consumers must be allowed to choose and receive only the
      categories/keywords that they specifically requested before receiving email,
      text and newsletters.
      N. Superlative Claim
      1. Particular care must be exercised in the use of superlative claims. General
      superiority claims like ‘the best,’ and ‘No.1’ may not be used unless factually
      substantiated.
      2. The substantiation claim shall cover at least the immediately preceding 12
      month period and should be supported by data from independent sources. In
      the absence of data pertaining to the last 12month period, the substantiation
      may be based on the latest available reliable and bona fide figures.
      O. Miscellaneous 
      1. Educational Institutions: Advertisements for educational, development or
      training institutions or enterprises should not exaggerate or mislead regarding
      the opportunities supposedly awaiting those who enroll in their courses. 
      2. Articles that require assembling: All products, which require assembling,
      should state this clearly and prominently in their advertisements. 
      3. Charitable causes: Advertisements involving charitable causes as beneficiaries
      should indicate the particular beneficiary. 
      4. Corporate advertising: Corporate advertising must be fair, truthful and
      accurate; it should not contain any exaggerations or sweeping generalizations
      that may mislead the public regarding the advertiser or the attributes of its
      products or services. Where the advertisements contain specific claims
      regarding the company or its product or services, such claims must be
      verifiable and subject to substantiation in the same manner as regular
      product or service advertisements.
      5. Exploiting unnatural phenomena: Advertisements should not exploit public
      credulity related to superstition, fortune telling, dream interpretation, faith,
      healing, the occult, and other similar matters.
      6. Agrochemical and veterinary products: The advertising of agrochemical and
      veterinary products, particularly fertilizers and pesticides, shall likewise be
      governed by and should comply with the specific advertising guidelines set
      out by the Food and Agriculture Organization (FAO) Code of Ethics as well as
      all rules and regulations issued by appropriate governmental agencies. 
      7. Price Advertising: Advertisements should not contain misleading,
      exaggerated, or fictitious price comparisons, discounts, or other claimed
      savings. All indicated prices and other economic terms should be complete
      and accurate and should not mislead the public by distortion, omission, or
      undue emphasis.
      • All price comparisons should conform to Rule IV (Chapter VI, Title III of the Department of Trade and Industry’s
      D.A.O. No. 2, s. 1993. (Refer to Appendix III). 
      • Advertisements relating to a discount price shall not be allowed
      unless the discounted price is compared to the previous price and
      the discount price is maintained throughout the promotional period
      advertised. 
      • Advertisements for special sales should conform with applicable
      government regulations. In any case, such advertisements should
      contain no false or misleading price or savings claims and should
      specify which store, branch, department and lines of goods are
      covered by the sale. 
      • Advertisements for installment sales, lease-purchase and other
      similar transactions (including those where the consideration for
      the product or service is to be paid over a period of time) which
      makes any reference to prices or terms should likewise provide all
      pertinent information on terms of payment, additional charges, if
      any, and all other economic of financial features of the transaction
      so as to reflect the total cost/consideration for the goods or
      services being advertised 
      IMMAP also adheres to the following:
      • Standards of Advertising of the AD Standard Council Inc.
      • Code of Ethics of the Philippine Adboard
      • Circulars issued by the National Telecommunication Communication
      • Global Mobile Advertising Guidelines, as promulgated by the Mobile Marketing
      Association
      Any violation to the above Code of Ethics must be brought to the attention of the
      IMMAP Ethics Committee. 
      
      
      
      
      
      
      Submitted to: Dr. Tamara Cher R. Mercado
      Submitted by: Taghoy, Arnulfo G. Jr.
                               Hernandez, Maria Edna
                               Perez, Charry
                               Ontal, Zara Mae
                               Vale, Jeanette