Jollibee tightens mascot rules after PWD backlash

Jollibee Foods Corporation (JFC) is committing to stricter mascot performance rules and mandatory disability sensitivity training following a viral video that drew criticism for appearing to mock the movements of persons with disabilities (PWDs).

The commitment was outlined in a joint statement issued by the company and the National Council on Disability Affairs (NCDA), which formally raised its concerns with Jollibee on October 16 after the video circulated online three days earlier.

The performance drew criticism from members of the public and the disability community, who said mimicking the gait of people with mobility impairments risks turning their lived experiences into entertainment.

Jollibee said it would strengthen its performance standards to prohibit portrayals that stereotype, mock or misrepresent PWDs. The new measures will also include mandatory disability sensitivity and inclusion training for mascot performers, content creators and event teams.

The company also reached out to the video’s original uploader to request its removal. The video was taken down on October 20, with Jollibee extending an apology to the disability community and the public.

The NCDA cited the Magna Carta for Persons with Disabilities, stressing that performances and public-facing content must uphold the dignity and rights of PWDs.

For a company with Jollibee’s reach, these commitments carry implications beyond its own stores and events. Its mascot performances and brand content reach millions of Filipinos, making the standards it sets an important example for other businesses on how inclusion should be practiced in public.