CEBU, Philippines - To further remind the consumers that food and dietary supplements are not medicines for certain diseases, Department of Health (DOH) Secretary Esperanza Cabral issued a memorandum dated March 18, 2010 that mandates manufacturers of these products to stop using the phrase “No approved therapeutic claim” in all advertisements, promotional or sponsorship activities or materials.
Administrative Order (AO) No. 2010-008, directs owners, manufacturers, distributors, advertisers or agents of food and dietary supplements to instead strictly carry the phrase “Mahalagang Paalala: Ang (Name Of Product) Ay Hindi Gamot At Hindi Dapat Gamiting Panggamot Sa Anumang Uri Ng Sakit,” according to a copy of the memorandum sent through email to The Freeman by the Outdoor Advertising Association of the Philippines.
The directive defines food and dietary supplements as processed food products that bears or contains one or more dietary ingredients such as vitamins, minerals, herb or other botanical, amino acid and dietary substance intended to supplement the diet and to increase the total daily intake in amounts conforming to the latest Philippine recommended energy and nutrient intakes or internationally agreed minimum daily requirements. The products are usually in the form of capsules, tablets, liquids, gels, powders or pills.
The AO aims to promote and protect the consumers’ health and welfare and foster their right to proper information and education to facilitate sound choice. This reiterates the law that it is unlawful for any person to disseminate or to cause the dissemination of any false, deceptive or misleading advertisement, promotion or other marketing materials for the purpose of inducing consumers.
“More often, such phrase is being abused by the owners of such food/dietary supplements and/or their advertisers or agents. Corollary, a growing concern on food/dietary supplements with dubious, inaccurate, false, deceptive or misleading claims about their efficacy and/or nutritional, medicinal or health-enhancing attributes, character, value, merit, or safety are being raised by the members of the public, hence, this Administrative Order.”