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The Dreaded Black Screen of "No Approved Therapeutic Claims"

"Spot the Similarities" - We do this in our pre-kinder classes. It helps pave the way to identifying letters and words. David loves doing this so I guess it is fun to do the same with this.

Let's try this exercise with these two commercials:

Liveraide


Fitrum

If you answered "movie stars", you only got that half correct. And yes, I know both Robin Padilla and Judy Ann Santos starred in " Jeannie... Bakit Ngayon Ka Lang" - a movie that, thank goodness, I have not seen since seeing a single scene of that movie might make you want to unsee even if they still look tolerable in this film.

Unfortunately, that is not the similarity we were looking for.

Instead, I was hoping you would point this out --

The Dreaded Black Screen 


It is a coincidence that someone on my Facebook contacted me and promoted a certain health drink that is using the same phrase. I have been quick to research and found out that it's a product of an MLM company. I have been burned before with MLM (funny, it's the same company I loathed) and as such, am not such a fan of MLMs and their products.

This phrase is applicable for pre-May 2010 commercials because as of May 2010, the rules have changed as per Department of Health's command under Secratary Esperanza Cabral (I'm loving this secretary!)

As this article from Manila Standard Today pointed out, the phrase is described as "perfunctory and vague". Who would even think that after all the hype and marketing -- cool looking movie stars and glamorous "this is my moment"  catch phrase -- it would end with a less than one second flashing of a phrase like that.

It's not like we, consumers, did not see this. We are aware of such. What I can say is the impact is not as hard as the whole 30 sec commercial of a product that you would really want either for you or an ailing family member.

Back to the article, it mentioned that changes have been made:

Instead of:
"No Approved Therapeutic Claims"
You should now be seeing:
“Important notice: The product is not medicine and is not to be used for treating diseases.” 

Translated into Filipino:

“Mahalagang paalaala: Ang (name of product) ay hindi dapat gamiting panggamot sa anumang uri ng sakit.” 
“Wastong nutrisyon at regular na ehersisyo ang pinakamainam na pagpapanatili ng kalusugan (Proper nutrition and regular exercise are still the best ways to ensure overall health.)”
Ms. Janette Toral pointed out on her recent article that these "new and improved" phrase changed by the Department of Health will deem  a challenge for these health supplement companies.

How will they fare and how will they take on the challenge of online marketing even with the phrase changes? This same concern has been pointed out in another article.

Creative, viral and guerilla tactics is needed to give these products a boost after the attack of the Department of Health. Stay tuned and let's watch them and their moves.