DTI warns of raps vs traders in ‘harmful’ marketing stunts

Trade Assistant Secretary Amanda Marie Nograles, INQUIRER FILE PHOTO / RICHARD A. REYES

The Department of Trade and Industry (DTI) on Thursday warned businesses against promotional gimmicks and pranks that could cause undue harm or humiliate ordinary citizens, as this constitutes an abuse of the privilege granted to them by the government.

In a television interview, Assistant Secretary Amanda Marie Nograles of the DTI’s consumer protection group also urged people to be more discerning about joining promotional stunts meant to boost the popularity of a business product.

READ: ‘Prank gone wrong?’: Man acts on takoyaki store’s April Fools’ post, tattoos logo on forehead

“With that privilege, with that badge of legitimacy, business name registrants have the responsibility to use this properly. They cannot use this for an immoral or illegal purpose, such as to dupe or scam consumers,” she said.

“If the DTI proves that this privilege on the use of the business name registration has been violated or abused, we at DTI will not hesitate to file charges against them,” she added.

Nograles issued the warning after a man had the logo of a takoyaki brand tattooed on his forehead to get a cash prize of P100,000.

READ: Businesses, netizens rally for April Fools’ prank victim

The business owner who issued the tattoo challenge, however, claimed it was meant to be an April Fool’s joke and that he did not expect anyone to take it seriously. He later admitted that the whole thing was a scripted marketing stunt.

Permit needed

Nograles, for her part, said that marketing stunts were considered sales promotions that require a DTI permit.

“So that is what our consumers should watch out for—any business establishment or store that seeks to conduct sales promotion, they must first secure a permit from the DTI,” she said.

According to her, violators would first be required to respond to a show cause order, which could lead to a revocation, cancellation or suspension of their business name registrations.

Nograles called on business owners not to abuse their DTI registration, which serves as an authority or badge of a legitimate business.