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ASC prohibited claims and words: a searchable list

A quick-reference list of the claims and words the ASC Code of Ethics bans or restricts, grouped by claim type and product category, with the Code section for each rule.

The ASC Code of Ethics does not keep one list of banned words. The rules sit in different articles of the Code, and many of them apply only to one product category. This page puts the main restricted claims in one place, grouped by type, with the Code section for each rule.

Banned claims and claims that need proof

The Code handles claims in two ways. Some claims are banned outright for a product category. For example, a food supplement ad cannot use the word "healthy" or the words "clinically proven". Other claims are allowed only with proof. A "No. 1" claim, for example, is allowed when the advertiser has the sales data the Code asks for. Each row below says which way the Code treats the claim.

Five claim types always need ASC pre-screening, in any medium: No. 1 or leadership, absolute, comparative, exclusivity and superiority claims. Five product categories always need pre-screening too: OTC drugs and home remedy products, food and dietary supplements, Milk Code products, alcohol beverages, and airlines and other transport services with promotional fares.

Search the list

Type a word from your ad copy, or pick a group. Each rule shows the ASC Code article and section it comes from.

Showing 62 rules.

Claims that need proof first

  • "No. 1" or leadership

    Needs at least the last 12 months of retail volume and value data from an independent source. A product with no competitor cannot claim No. 1. A No. 1 claim for a specific area must name the area.

    ASC Code Art. V, Sec. 2

  • Absolute claims, e.g. "Guaranteed to clean clothes", "Sure win", "100% germ-free", "Always available"

    Needs at least three separate, identical tests by an independent third-party testing agency within 12 months. The word "helps" cannot be used to get around an absolute claim.

    ASC Code Art. V, Sec. 3

  • Comparative claims, e.g. "whiter than the leading powder detergent"

    Needs clear, verifiable support from an independent third-party source, and must say what the product is compared against. Direct, brand-named comparisons are allowed only for vehicles, consumer durables, airlines and shipping lines, musical instruments and entertainment devices, and mobile products.

    ASC Code Art. V, Sec. 4

  • Exclusivity claims, e.g. "The only shampoo with..."

    Needs clear, verifiable support from a third-party source.

    ASC Code Art. V, Sec. 5

  • Parity claims, e.g. "Nothing beats Brand L"

    Must be substantiated and qualified as needed.

    ASC Code Art. V, Sec. 6

  • Superiority claims, e.g. "Most trusted", "Most preferred", "Most recommended"

    "Most preferred" and "most recommended" need an independent, third-party quantitative consumer study. Other superiority claims need independent third-party data.

    ASC Code Art. V, Sec. 7

  • "New" or "introducing"

    Allowed for one year from launch, not counting a test market of up to six months. "New" for a feature such as fragrance or packaging must name the change, e.g. "new packaging".

    ASC Code Art. V, Sec. 8

  • "Improved"

    Must name the specific change, e.g. "improved taste". Allowed for two years.

    ASC Code Art. V, Sec. 8

  • Time-bound claims

    Need a third-party study and can be used for up to one year. Continued use needs updated data.

    ASC Code Art. V, Sec. 8

  • Hashtags with a must-screen claim, e.g. #1

    Hashtags with No. 1, absolute, comparative, exclusivity or superiority claims must be pre-screened, and the claims need support.

    ASC Code Art. V, Sec. 1

Words and claims restricted for every product

  • "ASC approved" or any reference to ASC approval

    Ads shall not refer to approvals given by the Ad Standards Council or imply that the Council endorses the ad.

    ASC Code Art. V, Sec. 9 (1.f)

  • "FDA-approved", "This product is approved by the FDA", the FDA name or logo

    Not allowed in a way that suggests FDA approval or endorsement, unless the FDA gave written permission.

    ASC Code Art. VII, Sec. 1 (e)

  • A prohibited claim placed inside a testimonial

    Testimonials cannot be used to get around a prohibited claim, even when the testimony is properly attributed.

    ASC Code Art. V, Sec. 9 (1.d)

  • "Environmentally-friendly", "ecologically safe"

    Not allowed unless reliable, verifiable proof backed by scientific evidence is presented.

    ASC Code Art. VI, Sec. 1 (g)

  • Claims to have achieved sustainability

    Not allowed while there are no definitive, generally accepted methods to measure sustainability.

    ASC Code Art. VI, Sec. 1 (h)

OTC drugs and home remedy products

  • "True", "real", e.g. "real relief"

    Not allowed. The Code treats these as misleading, deceptive or exaggerated.

    ASC Code Art. VII, Sec. 2 (a.1)

  • "Special technology", "special formulation", "the only one approved to..."

    Not allowed. The Code treats these as misleading, deceptive or exaggerated.

    ASC Code Art. VII, Sec. 2 (a.1)

  • "Pure", "100%", "holistic", "complete", "all-in-one"

    Not allowed. The Code treats these as misleading, deceptive or exaggerated.

    ASC Code Art. VII, Sec. 2 (a.1)

  • Claims outside the approved use, e.g. "anti-aging", or "no drowse" for a product that causes some drowsiness

    Not allowed. The Code treats these as false.

    ASC Code Art. VII, Sec. 2 (a.2)

  • "Safe", "safety-tested", "clinically proven safe", "effective", "very effective", "without risk", "harmless", "instant"

    Not allowed. The Code treats these as absolute claims.

    ASC Code Art. VII, Sec. 2 (a.3)

  • "Beautiful, radiant skin", "glowing skin", "blemish free", "oil-free"

    Not allowed. Beauty and cosmetic benefits are not accepted for OTC or home remedy products.

    ASC Code Art. VII, Sec. 2 (a.4)

  • Doctor recommendations, people appearing as doctors, "FDA recommended"

    Not allowed. Claims by endorsement are not accepted for OTC or home remedy products.

    ASC Code Art. VII, Sec. 2 (a.5)

  • Sexual virility, premature aging, loss of virility

    Not allowed unless the DOH-FDA approved the claim in writing.

    ASC Code Art. VII, Sec. 2 (b, c)

  • Slimming, weight reduction, figure control

    Not allowed unless the DOH-FDA approved the claim in writing.

    ASC Code Art. VII, Sec. 2 (d)

  • "Tonic"

    Must state the specific purpose of the tonic, and must not claim or imply results related to sexual potency or the aging process.

    ASC Code Art. VII, Sec. 2 (e)

Food and dietary supplements, vitamins

  • Therapeutic claims

    Not allowed in food or dietary supplement ads.

    ASC Code Art. VII, Sec. 4 (iv.1)

  • "Help in sexual invigoration", "sexual enhancer", nudity

    Not allowed in food or dietary supplement ads.

    ASC Code Art. VII, Sec. 4 (iv.2)

  • "Safety-tested", "clinically proven", "clinically safe"

    Not allowed in food or dietary supplement ads.

    ASC Code Art. VII, Sec. 4 (iv.3, iv.4)

  • "Holistic", "complete", "effective", superlatives

    Not allowed in food or dietary supplement ads.

    ASC Code Art. VII, Sec. 4 (iv.5, iv.6)

  • "FDA approved", "FDA recommended", the FDA name or logo

    Not allowed in food or dietary supplement ads.

    ASC Code Art. VII, Sec. 4 (iv.7)

  • "Healthy"

    A food or dietary supplement should not be described as healthy.

    ASC Code Art. VII, Sec. 4 (iv.8)

  • "Whitening", "slimming", "detox", "fit", "anti-aging"

    Beauty and cosmetic purposes are not allowed in food or dietary supplement ads.

    ASC Code Art. VII, Sec. 4 (iv.9)

  • "Potent", "potency", "stem cell"

    Not allowed in food or dietary supplement ads.

    ASC Code Art. VII, Sec. 4 (iv.10, iv.11)

  • "Promotes sleep" or any link to sleep

    Not allowed in food or dietary supplement ads.

    ASC Code Art. VII, Sec. 4 (iv.12)

  • A box enclosing the product name, "as prescribed by a physician", "most prescribed by physicians"

    Not allowed in food or dietary supplement ads.

    ASC Code Art. VII, Sec. 4 (iv.13 to iv.15)

  • "Under the tongue", "sublingual", "dose", "dosage", "active ingredient", "excipient"

    Not allowed in food or dietary supplement ads.

    ASC Code Art. VII, Sec. 4 (iv.16 to iv.18)

  • Indications or intended use, e.g. "suitable for all kinds of pain"; muscle building or repair

    Not allowed in food or dietary supplement ads.

    ASC Code Art. VII, Sec. 4 (iv.19, iv.20)

  • Claims not on the label or not approved by the FDA

    No claim may be made for a food or dietary supplement unless the claim is on the label or approved by the FDA.

    ASC Code Art. VII, Sec. 4 (a.3.ii)

  • Vitamins or minerals alone ensure good health

    Ads shall not state or imply that vitamins, minerals or similar products alone can ensure or promote good health.

    ASC Code Art. VII, Sec. 5 (a)

  • Benefit claims for DR-registered vitamins and minerals

    Must always be qualified with "helps" together with "with proper diet and exercise" or an equivalent.

    ASC Code Art. VII, Sec. 5 (f)

Alcohol beverages

  • Medical, therapeutic, sedating or stimulating benefits

    Not allowed. Ads shall not promote alcohol as a medicine or imply that alcohol can prevent, treat or cure any disease.

    ASC Code Art. VII, Sec. 7 (e.4, e.5)

  • "Energy drink", health drink, weight control, fitness

    Not allowed.

    ASC Code Art. VII, Sec. 7 (e.5, e.6)

  • High alcohol strength as a selling point

    Not allowed, unless the ad stresses low alcohol strength compared with similar beverages.

    ASC Code Art. VII, Sec. 7 (e.3)

  • Drinking and driving shown as safe

    Not allowed in any manner.

    ASC Code Art. VII, Sec. 7 (e.8)

  • Drinking that enhances sexual prowess or appeal

    Not allowed.

    ASC Code Art. VII, Sec. 7 (d.6)

  • The liquid entering the mouth or being swallowed

    Ads shall not show the act of drinking this way.

    ASC Code Art. VII, Sec. 7 (h.1)

  • People under 21

    People shown in alcohol ads must be at least 21 years old. Ads shall not show minors drinking.

    ASC Code Art. VII, Sec. 7 (f.2)

Milk Code products and promotional fares

  • Milk products for children older than 1 and younger than 3

    Ads may only communicate SKUs, price, and pack and name changes.

    ASC Code Art. VII, Sec. 9 (1)

  • Milk products for children below 1 year

    No ad is allowed.

    ASC Code Art. VII, Sec. 9 (2)

  • Promotional fares of airlines, shipping lines and other transport

    All promotional ads of transport services need the express written approval of the DTI.

    ASC Code Art. VII, Sec. 8

Cosmetics

  • "Eliminates dandruff permanently", "restores hair cells", "stimulates hair growth", hair loss arrested or reversed

    Listed as unacceptable claims for haircare products.

    ASC Code Art. VIII, Sec. 4 (g)

  • Stops, slows or prevents hair growth

    Listed as an unacceptable claim for depilatories.

    ASC Code Art. VIII, Sec. 4 (g)

  • "Removes scars", reverses aging, treats or stops acne, treats cellulite, "lose centimeters", removes or burns fat

    Listed as unacceptable claims for skin products.

    ASC Code Art. VIII, Sec. 4 (g)

  • Numbing effect, reduces swelling, fungicidal or virucidal action

    Listed as unacceptable claims for skin products.

    ASC Code Art. VIII, Sec. 4 (g)

  • Treats or prevents gum disease, mouth ulcers or other oral infections

    Listed as unacceptable claims for oral and dental hygiene products.

    ASC Code Art. VIII, Sec. 4 (g)

  • Completely prevents sweating

    Listed as an unacceptable claim for deodorants and antiperspirants.

    ASC Code Art. VIII, Sec. 4 (g)

  • Aphrodisiac or hormonal attraction

    Listed as an unacceptable claim for perfumes and colognes.

    ASC Code Art. VIII, Sec. 4 (g)

Sales promotions

  • "Win" without a qualifier

    The word "win" or similar words need a qualifier, such as "chance", and cannot imply a certain win unless the promotion mechanics justify it.

    ASC Code Art. X, Sec. 4 (d)

Phrases the Code requires

  • "MAHALAGANG PAALALA: ANG (NAME OF PRODUCT) AY HINDI GAMOT AT HINDI DAPAT GAMITING PANGGAMOT SA ANUMANG URI NG SAKIT."

    Required on all food or dietary supplement ads, promotions and materials.

    ASC Code Art. VII, Sec. 4 (a)

  • "If symptoms persist, consult your doctor."

    Required on ads for DOH-FDA registered OTC drugs and home remedy products.

    ASC Code Art. VII, Sec. 5 (d)

  • "DRINK RESPONSIBLY"

    Required on alcohol ads, in a separate frame at the end of a video or audio ad, or at the bottom of a static ad.

    ASC Code Art. VII, Sec. 7 (h.2)

  • "Regulated by the Bangko Sentral ng Pilipinas" / "Supervised by the Bangko Sentral ng Pilipinas."

    Banks and credit cards carry "Regulated by". Pawnshops, remittance companies, e-wallets and similar institutions carry "Supervised by".

    ASC Code Art. VIII, Sec. 1 (f)

What this list does not cover

This list covers the main restricted claims in the ASC Code. The Code also has rules on presentation, children, testimonials, generic name rendition for drugs, real estate, financial services and more. Government agencies such as the DOH-FDA, the DTI and the Bangko Sentral ng Pilipinas have their own rules on top of the ASC Code.

For the claims ads get flagged for most often, read common ASC violations. For how the Code is organised, read the ASC Code of Ethics explained. For where the ASC reference number and the mandatory phrases go on a finished ad, read ASC reference number: where to put it.

Official source

The rules above come from the ASC Code of Ethics and Standard Manual of Procedures, effective April 29, 2024. The Ad Standards Council publishes the Code and the Manual of Procedures on asc.com.ph.

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