Procter & Gamble suspends ad placements in ‘Willing Willie’


PROCTER & Gamble Philippines has suspended its advertising placements in the TV5 variety show “Willing Willie” after a storm of public opinion chastised the network and its host Willie Revillame for committing what has been called child abuse in its March 12 episode.

In that episode, Revillame taunted and goaded a six-year-old boy into performing a sexually suggestive dance. While the audience laughed, the boy was tearful through the performance.

P&G Philippines released a statement through Anama Dimapilis of P&G’s Corporate Communications, Brand Public Relations department. It read: “Procter & Gamble strives to advertise on programs that align with our values as a company and our purpose to touch and improve lives. We routinely monitor the media in which our brands’ messages appear and make advertising decisions that meet our policies and achieve our goals. We are aware of the recent incident in the program of ‘Willing Willie’ and we have suspended advertising on the show beginning April 7, 2011, while the incident is being reviewed and investigated by authorities.”

The Movie and Television Review and Classification Board (MTRCB) is expected to decide today on the fate of “Willing Willie.” MTRCB Chairperson Grace Poe-Llamanzares said that suspension is one option they are considering.

Earlier, Jollibee Food Corporation withdrew its ad placement of one of its food chains,Mang Inasal.