Unilever withdraws all advertisements from Philippine reality game shows

The move follows an incident involving a child dancing on noontime show 'Willing Willie' while in tears has critics citing it translated into child abuse.

In a statement released by the FMCG giant, it explained: "This measure will be in place until we observe stricter and objective self-regulatory guidelines across networks and proper enforcement by the relevant government agencies of existing content regulations."

"In Unilever Philippines' view, it was a serious incident and as a result, we acted by immediately engaging the network authorities, expressing our serious concern and demanded assurance that similar incidents would not happen again," the statement added.

During a segment in the show, a six-year old boy tearfully performed a 'macho dance' in front of an audience that encouraged him on which was aired live by broadcast network TV5. He was later handed 10,000 pesos (US$232) for his efforts.

Jollibee Foods Corp was the first to pull out its ads from the show featuring its barbecue chicken fast food chain Mang Inasal, while Del Monte responded by dropping current and future ad placements of its Fit 'n' Right drink that ran on the show. Leading Pawnshop Cebuana Lhuillier also joined in by suspending its segment sponsorship in the show.

Procter & Gamble Philippines followed suit by deciding to scrap its advertisements on the show on 7 April while the incident was being reviewed and investigated by authorities, according to Sol Liboro, consumer relations manager at P&G Philippines.

"Most advertisers have clear policies on protecting the rights of women and children and if any show violates their policies, then these advertisers have every right to cancel their support for the programme," pointed out Venus Navalta, chairman of ZenithOptimedia Philippines.

David Guerrero, chairman and chief creative officer at BBDO Guerrero believes that it's a great demonstration of the power of advertisers to positively influence network programming. "This is something that cannot usually be said. Many of the multinationals who withdrew their advertising will have been alarmed both by the incident itself and the fact that it was picked up by news services worldwide. Thus, their support for the show and others like it could put them in an unfavourable light with audiences around the globe."

As of Monday, network that runs the show, TV 5, has suspended 'Willing Willie' for a period of two weeks. Navalta points out that the network's management is now working with the industry on guidelines for responsible broadcasting, and the media agency has offered to both TV 5 and the Philippine Association of National Advertisers (PANA) the agency resources to help craft the guidelines.

Meanwhile, Hermie de Leon, president and CEO of Omnicom Media Group Philippines, took a different stand on the issue, focusing on the bigger picture of the reasons behind the incident. 

“The incident in Willing Willie generated mixed reactions from all sectors of the society. It was hyped up because a six- year boy was the subject of the incident. The reason that it happened was because the boy’s family needs money to sustain the medicine of a sick mother and for the basic needs of the family. The programme provided that to all the contestants and to the studio audience."

"If our government can arrest poverty, provide good education to the children and give parents decent employment, families will not run after games shows similar to 'Wiling Willie'. The TV network and show producer including the talents should not take advantage of such situation of our countrymen, but should instead provide long-term help – education, job opportunities and enterprising activities. May this incident open the eyes of everyone and be an instrument of change for the better.”