Unilever suspends ads on ‘all game shows,' demands TV reforms

In a potentially game-changing move, Unilever Philippines - one of the country's biggest advertisers - has decided to suspend its ads on "all reality-based live game shows across all (television) networks." The decision will take effect on Monday, April 11. Unilever was only the latest advertiser to react to the controversy created by TV5's Willing Willie. But it was the first to announce an ad pullout from other networks' programs and demand reforms across the TV industry. Procter & Gamble, Del Monte, and Jollibee Food Corporation's Mang Inasal had earlier announced suspensions of their ads on Willing Willie. Leading pawnshop firm Cebuana Lhuillier made a similar announcement Friday morning. Unilever decided to use its economic muscle to attempt changes in TV programming beyond Willing Willie. “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," said Unilever in a press release on Friday afternoon. The multinational said its move was spurred by “a serious incident" that “featured a 6-year-old boy doing a dance number," which “has drawn mixed reactions from different sectors in the society." The company revealed it had “acted by immediately engaging the network authorities, expressing our serious concern and demanded assurance that similar incidents would not happen again." “TV5, the network, has apologized to us [Unilever Philippines] and committed to a series of ‘self-regulation’ measures including the appointment of an internal ombudsman to supervise stricter program guidelines and impose a moratorium on the presence of kids in their live reality shows until a complete investigation is finished," added the press release. Unilever said it will “also look forward with great interest to the prospect of Movie and Television Review and Classification Board (MTRCB) strengthening regulations on content across all live game shows and making clear the potential sanctions for erring programs." The company said it will “actively seek PANA’s (Philippine Association of National Advertisers) involvement and leadership to help the networks develop a strict and consistent self-regulatory framework," which it expects will be “in place no later than one month." Unilever explained that its actions “are oriented to: a. protect the rights of contestants (especially women and children), b. provide responsible content for TV viewers, and c. ensure a safe communications environment for sponsors and brands." 'Good relations' with Revillame Despite Unilever's move, the company apparently maintains good relations with the show's host Willie Revillame, who complimented the multinational giant on his show Friday night. "Ang sabi po nila, naglabas sila ng statement. Willie, aalis kami sa programa mo. Pero aalis kami sa lahat ng channel, in fairness sa 'yo. Palakpakan niyo po ang Unilever," Revillame said, as his unusually somber audience obliged. The controversial host also announced that his show, currently being investigated by the MTRCB and hemorrhaging ad revenue, would not be airing for the next two weeks while he decides whether to continue in the TV industry. "Magpapahinga po ako, hindi po ako nagpapaalam. Pag-iisipan ko pong mabuti kung ako po'y babalik pa sa industriyang ito. Bigyan niyo lang po ako ng pagkakataon at sa sarili ko pag-iisipan ko po ito. Masyado po akong binintangan, na wala po akong ginagawang masama," he said, explaining that the show has not been suspended by the MTRCB. He also promised the audience that the show would go on, with or without advertisers. "Kahit inabandona kami ng mga commercial. Umayaw sila sa amin. Kahit umalis sila, kahit walang isang commercial, tutuloy po namin to. Ang aming pong purpose pagbigay ng saya at pagasa," he said. While applauding Unilever, Revillame said he was hurt by the other advertisers that pulled their ads from his show. "Yung P&G, naglabas ng statement na napakasakit sa amin. Sila po ay nag pull out na. Yung Inasal, nag pull out na rin. Dahil may statement sila, na katulad ng pg napakasakit ho ng ginawa nila sa amin, medyo masyadong personal," said Revillame in a 26-minute monologue on the show. Unilever Philippines, Inc. is a leading manufacturer of soaps, shampoos, hair conditioners, toothpastes, deodorants, skin care products, household cleaners, and laundry detergents. Over a decade ago, it used to be called the Philippine Refining Company (PRC). It is a local subsidiary of Unilever, the British-Dutch multinational corporation that produces foods, beverages, and other personal and household products around the world. Cebuana Lhuillier also suspends ads from Willing Willie In a related development, Cebuana Lhuillier earlier on Friday posted the following announcement on its official web site and Facebook page: “In regard to the issue of the alleged child abuse that happened on TV5’s Willing Willie show, the Cebuana Lhuillier Management has decided to temporarily suspend its segment sponsorship in the said show, effective April 11, 2011, while resolution on the matter is pending. “While we support programs that give hope to Filipinos here and abroad, we expect our business partners to promote good values, protect children’s rights and exercise prudence in communicating to the general public. “We have taken note of the TV5 Management’s official statement and the corrective measures they have taken. We trust that they will ensure that a similar incident will not happen again. We hope that the concerned authorities will resolve this matter soon." The Commission on Human Rights and the Department of Social Welfare and Development called the incident on Willing Willie “child abuse" and the Movie and Television Review and Classification Board are conducting investigative hearings on the episode.— with a report by Carmela Lapeña/JV/HS, GMA News