Provincial Board demands pullout of LBC ad

CEBU, Philippines – The Provincial Board has condemned what it believes as a “misleading and improper” television advertisement of delivery service provider LBC.

Board Member Agnes Magpale, chairperson of the Provincial Board’s committee on women, family and children, said yesterday the LBC commercial – which shows a child saying the word “remittance” is spelled as “LBC” – “is a distortion of truth, misleading, and highly inimical to the interest of the schoolchildren.”

Magpale said the commercial triggers adverse effects on the educational development of young students.

Also in the commercial is actor Edu Manzano as the quiz master asking the child to spell “remittance”. Manzano is an endorser of LBC.

“While we respect and acknowledge the right and prerogative of businesses in their efforts to promote their products to the consuming public through any medium, they should be exercised in good faith, always with meticulous prudence, and in consonance with acceptable standards of propriety and decency so that the well-being of consumers will be amply protected,” Magpale said in a resolution.

The resolution also asks for the Movie and Television Review and Classification Board to pull out the commercial.

“The MTRCB is in the best position, with all its powers and resources under the law, to order the recall and stoppage of the airing of the controversial tv ad,” Magpale said.

Acting Mayor Michael Rama, president of the Vice Mayors League of the Philippines, also asked for the pullout of the advertisement, saying it promotes bad spelling habits. — Garry B. Lao/JMO (THE FREEMAN)