DTI drops controversial ad permit proposal for online sellers.
The Department of Trade and Industry (DTI) has clarified that it is no longer pursuing the controversial draft policy that would have required businesses and online sellers to secure permits before publishing advertisements and promotional materials.
In an official statement released Thursday, the agency said the proposed Department Administrative Order (DAO) on a “pre-clearance regulatory regime for advertising materials” will neither be finalized nor enforced.
“The Department of Trade and Industry (DTI) clarifies that it is not pursuing, implementing, or adopting the drafted Department Administrative Order (DAO) concerning a pre-clearance regulatory regime for advertising materials,” the statement read.
The DTI also emphasized that the draft did not reflect the agency’s current policy direction.
“The DTI assures the public and the business community that this internal draft does not reflect current policy direction and will not be finalized or enforced,” it added.
The clarification came after days of intense criticism from entrepreneurs, online sellers, content creators, and lawmakers who warned that the proposal could heavily burden micro, small, and medium enterprises (MSMEs).
Under the draft proposal being circulated online, businesses allegedly would have been required to apply for permits before launching advertisements and sales promotions, including online campaigns on platforms such as Facebook, TikTok, Instagram, and Shopee.
Critics also claimed businesses could have been required to wait up to 30 days for approval while paying fees ranging from hundreds to thousands of pesos per advertisement material.
Tech entrepreneur and content creator Carlo Ople was among the first personalities to publicly criticize the proposal, calling it “bordering on insanity” in viral Facebook posts.
“You are over-regulating the only source of additional income for a lot of Filipinos,” Ople wrote in one of his posts directed at the DTI.
Senator Bam Aquino also opposed the proposal, calling it “dagdag-pabigat” for small businesses and online sellers already dealing with rising operational costs.
Meanwhile, actress and online food seller Sunshine Teodoro drew attention online after sharing a breakdown of her earnings from selling homemade pork embutido, showing that her small business only earns around P332 after expenses.
“Magkano po yung permit niyo DTI?” Teodoro asked in her post, echoing concerns from many home-based entrepreneurs.
The issue sparked widespread debate online, with many Filipinos arguing that additional bureaucracy could hurt small businesses and discourage online entrepreneurship at a time when many families rely on digital selling for extra income.
In its latest statement, however, the DTI sought to reassure both consumers and the business sector that it remains committed to balancing consumer protection with innovation and business growth.
“We remain a committed partner in economic growth, ensuring consumer protection is balanced with innovation and competitive business environment,” the agency said.
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