Sponsors of Willing Willie starting to take action (updated)

Advertisers, sponsors, please make sure you are not “muhkang ratings” anything that rates no matter what moral or quality they will support.

Jollibee , Unilever, Procter & Gamble, CDO, Cebu Lhuillier, Nutri-Asia and Del Monte are now on the side of decency and good programming. What great news!

April 8, 2011

True to our statement dated March 31, 2011 , this is to announce that our sponsorship in Willing Willie will already end on April 9, 2011. – CDO Foodsphere Inc. Nutri-Asia of UFC catsup also pulled out.

April 8 at 5 PM

Unilever will temporarily suspend effective Monday, April 11, 2011, our participation in ALL reality-based live game shows across all networks. This measure will be in place until we observe stricter and objective self regulatory guidelines across networks and proper enforcement by the relevant government agencies of existing content regulations.

April 8

In regard to the issue of the alleged child abuse that happened in TV5’s Willing Willie show, the Cebuana Lhuillier Management has decided to temporarily suspend its segment sponsorship in the said show, effective April 11, 2011, while resolution on the matter is pending.

April 7 Procter & Gamble

We would like to inform you that we have suspended advertising on the show beginning April 7, 2011 while the incident is being reviewed and investigated by authorities.

April 4Del Monte drops its sponsorship

Del Monte has dropped its current Fit N Right spots in Willing Willie and has cancelled all future ad placements including Heart Smart, Pineapple Juice, Pineapple Tidbits and Del Monte Tomato Sauce. Thank you Del Monte for supporting children’s rights and in effect, telling Willie Revillame that his show is not good for their company and for the country!

News on print media came out April 7.

(W)e do not have ads with the show anymore,” said Jennifer Luy of Del Monte in her reply to an email inquiry by lawyer Ipat Luna. INQUIRER.net was furnished a copy of the message.

April 2Jollibee’s Mang Inasal holds off placement

Mang Inasal will be holding off placements within the week. We are aware of the issues and the various sentiments raised regarding the Willing Willie program “Janjan” incident last March 12, 2011. We are monitoring this closely and we are awaiting the results of the network’s investigation.

update (March 31)

Maintaining good faith in our word, we have decided to continue our sponsorship with TV5 until the end of our prior advertising
commitment with them. Not withdrawing does not mean CDO will
tolerate the show or its host to go against the values we stand for.
We believe that issues can be addressed through dialogues with
utmost objectivity and temperance. Let us sow love and not
provoke anger in these controversies.


CDO is a sponsor of Willing Willie’s segment where Jan-Jan danced on Willing Willie show. The daughter of CDO CEO reported on CDO’s sponsorship and her statement confirmed by a close friend.

The company already took some actions even before I was informed about this. The team handled this major issue head-on and as quickly as possible.

According to my dad, they already wrote TV-5 to tell them we are temporarily withdrawing our sponsorship until they give us something concrete as to how they will handle Willie.

The letter sends a very strong message across – that we do not agree with what happened.

We are all God-fearing and honorable businessmen and we will not allow or company/brands to be associated with personalities who practice child exploitation. – Jerome

Thanks so much again 🙂


May other sponsors/advertisers follow suit. Advertisers, sponsors please make sure you are not “muhkang ratings” anything that rates not matter what moral or quality they will support

Source: Para kay Jan-Jan

Philippine Association of National Advertisers (PANA) is also listening. In Para kay Jan-Jan Facebook, the admin shares their reply

March 29, 2011

Dear Mr. Grate,

Greetings from the Philippine Association of National Advertisers (PANA)!

This is to acknowledge receipt of your email sent to the Philippine Association of National Advertisers (PANA) office yesterday March 28.

Please find below the email circulated to the representative of PANA member-companies, attaching your letter documenting “Child Abuse on Willing Willie show in TV5”.

We are sharing this information to our membership consistent with our mission statement which states that: PANA aims to be an association of advertisers providing leadership, guidance and support in the promotion of effective, truthful and responsible marketing communications, championing self-regulation, consumer protection, values formation and the advancement of the practice of marketing communications to global standards.

With this information, we trust that our members will be guided accordingly on the best decision to take.

Rest assured that the management of TV5 has also been contacted regarding our member advertisers’ concern on this

Respectfully yours

John V. Rojo

This shows that The advertisers are listening. Aside from MTRCB and DSWD acting on Child abuse, the Commission on Human Rights will investigate the incident and recommend proper legal actions against those responsible for what they described as “an exploitation of the child’s innocence and demeans his inherent dignity for entertainment’s sake.”

Willing Willie advertisers and sponsors, are you proud of Willie Revillame? Tell us what you think about the MTRCB and DSWD statements on the complaints on Willing Willie. Is it a good thing to be supporting his show?

list is not complete
# Cebuana Lhuillier
# CDO Karne Norte
# Pepsodent
# Islander Sandals
# Camella – A Vista Land Company
…# Cignal HD
# Pau Liniment
# Smart Wireless Telecom Inc.
# Belo Medical Group
# Oishi
# Vaseline
# Bench Daily Scent
# Bench Wil Cologne
# Wil Tower Mall
# Techno Marine
# Surf
# UFC Ketchup
# Smart C Juice Drink
# Foton Motor

P&G’s Head & Shoulders

UFC Cook & Dip Catsup

Oishi Cookies

Smart C Drinks

Jollibee’s Mang Inasal

Unilever’s Rexona



Surf Liquid Detergent

Glutamax Face Cream

Pau Liniment


CDO Funtastyk Young Pork Tocino


Will Tower Mall

Daily Spell fragrance

Wil Cologne


Foton Automobile

Manny Villar’s Camella Homes

Cebuana lhuiller

I am not for a boycott of products at this point. I am hoping your conscience will act on this matter. In facebook, there is a manifesto.

We will no longer sit by and watch as our children’s identities are formed by superficial and trashy TV programs.

We are sick and tired of the constant debasement and exploitation of the poor, the use of young women as sex objects – as well as the shabby treatment that impressionable kids get in programs like this.

From hereon, we are silencing the images that enter our homes and collide with the kind of values that we want our children to be raised with.

We will not hesitate to boycott your products if you continue propping up TV shows that are crass, vulgar and irrelevant to our lives.

This is not a threat but a promise.

Write to advertisers. If you want to help stop Willing Willie’s unjustifiable maltreatment of its contestants – including children – please help me write letters to advertisers asking them to stop advertising in that show.Use this template. or email them directly using these contact information.

Look at what the public are saying about advertisers . These are just a few reactions. Most of them find Willie’s actions disgusting and deplorable. Do you want your products or services associated tainted with Willie. He has only issued an apology.