The Department of Trade and Industry (DTI) in the Philippines has officially withdrawn its proposal to require mandatory pre-clearance permits for advertisements before publication. The decision, announced on May 22, 2026, follows widespread criticism from online sellers and small businesses who argued the measure would create unnecessary bureaucratic hurdles.
In a public advisory, the DTI stated that it will instead focus on voluntary compliance and education regarding advertising standards. The agency emphasized that existing laws, such as the Consumer Act of the Philippines, already provide sufficient mechanisms to address misleading advertisements without the need for a pre-approval system.
The proposed policy had been met with strong opposition from e-commerce platforms and micro, small, and medium enterprises (MSMEs), which feared delays and increased costs. The DTI's reversal is seen as a win for digital entrepreneurs who rely on quick and flexible advertising to reach customers.
Trade Secretary Maria Cristina Roque confirmed the decision in a press briefing, saying the DTI listened to feedback from stakeholders. 'We are committed to supporting businesses while protecting consumers, and this approach balances both objectives,' she said.
