The National Privacy Commission (NPC) said it is reviewing the “Buo ang Saya ng Pasko” Christmas campaign of Jollibee Foods Corporation (JFC) on the messaging platform Viber following media reports and user complaints over the appearance of branded content in private chats.
In a statement issued on Tuesday, Jan. 6, the NPC said it has taken notice of reports that automated greetings and digital stickers linked to the campaign appeared within users’ private chat interfaces, raising concerns about the limits of digital marketing and the possible unsolicited processing of personal data.
The privacy regulator said it has already sought explanations from both Jollibee and Viber and is currently assessing whether the campaign involved the processing of personal data as defined under the Data Privacy Act of 2012 (DPA).
Under the law, personal information controllers engaged in direct marketing must ensure that any processing of personal data complies with the principles of transparency, legitimate purpose, and proportionality, the NPC said.
The commission added that if personal data processing is established, companies must ensure that consent is specific and freely given, and that data subjects are clearly informed of their rights, including the right to object to the use of their information for direct marketing purposes.
The NPC said it will continue to evaluate the matter based on the explanations submitted and the applicable provisions of the DPA.
