NPC Probes Jollibee's Viber Ad for Privacy Breach

Photo courtesy of PhilStar

The National Privacy Commission (NPC) has initiated an investigation into Jollibee Foods Corp.'s digital marketing strategy used over Christmas on the Viber messaging app. Numerous users complained about a pop-up ad campaign, "Buo ang Saya ng Pasko," that appeared when typing the word "Christmas" in conversations. This investigation aims to determine if the campaign violated the Data Privacy Act of 2012.

The ads, designed to look like sticker greetings, appeared in private chats and took a few seconds to dismiss. Concerns were raised, notably by AlfaMart COO Harvey Ong, who described the ads as "unwanted, excessive and intrusive." Ong highlighted the invasion into private spaces as the main issue, rather than the content itself, reflecting broader concerns about data privacy and consent.

The NPC is particularly focused on the potential "unsolicited processing of personal data" by companies. According to the commission, any processing of personal data for marketing must adhere to principles such as transparency and legitimate purpose. Furthermore, users should be informed and have the option to opt out if their data is used for advertising.

Jollibee and Viber have not yet responded or issued statements regarding the inquiries from NPC. The scrutiny has prompted discussions on marketing practices and privacy standards, with many awaiting further clarification from the involved parties. The case underscores the importance of respecting user privacy in digital marketing efforts.

Looking ahead, the NPC’s investigation could lead to stricter enforcement of privacy laws in digital advertising. Both Jollibee and Viber may need to adjust their marketing techniques based on the findings. Users could see improved transparency and control over how their data is used for advertising in the future, reported PhilStar.

Key Takeaways

• The NPC is investigating Jollibee's Christmas Viber ads for privacy violations.

• Concerns focus on the unsolicited nature and location of the ads in private chats.

• Jollibee and Viber must clarify their digital marketing approach soon.

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Adapted by ASEAN Now from PhilStar 2026-01-07