Ad Standards Council on controversial skin whitening ad: 'Materials posted were not approved'

The Ad Standards Council of the Philippines (ASC) on Monday sent to GMA News Online its statement on the controversial ad campaign of GlutaMAX.

The ASC is the regulatory body of the advertising industry, "in-charge of screening and regulating content of advertising materials across all media."

According to the ASC, the advertisement materials in question were not approved.

"ASC stands for responsible communications and abides by a strict code of ethics," the statement began.

"In connection with the recent GLUTAMAX skin care digital and outdoor ads, the materials posted and displayed were not approved by ASC.

"GlutaMAX’s advertisment violated ASC’s code of ethics, specifically Article IV Section 1 Item A:

Article IV Section 1 Item A. of the ASC Code of Ethics on DISPARAGEMENT states that: “Advertisements shall not directly or indirectly disparage, ridicule, criticize, or attack any natural or juridical person, groups of persons, or any sector of society, especially on the basis of gender, social or economic class, religion, ethnicity, race, or nationality.

“The posting of a disapproved material is in violation of the ASC Manual of Procedures. The matter will be dealt with in accordance to the rules and regulations as stated in said Manual,” it added.

The statement is also posted on ASC's website.

GMA News Online has reached out to GlutaMAX for their comments on the matter.

On Monday the cosmetics brand pulled down the ads and issued an apology after a massive backlash from netizens. — LA, GMA News