24/05/2026
Senator Bam Aquino has joined the growing criticism against a proposed Department of Trade and Industry (DTI) policy that would require businesses and online sellers to secure permits before publishing advertisements and sales promotions.
In a strongly worded Facebook post, Aquino warned that the proposed Department Administrative Order (DAO) would impose additional costs and bureaucratic delays on micro, small, and medium enterprises (MSMEs) already struggling with rising fuel prices and operating expenses.
“Mandatory permits sa business ads, dagdag-pabigat sa maliliit na negosyo,” Aquino wrote.
According to the senator, the proposal could require businesses to wait up to a month before they can release advertisements or promotional campaigns — a process he said is impractical in today’s fast-moving digital economy.
“Sa panahon ngayon kung saan mabilis ang takbo ng negosyo, lalo na online, hindi dapat paghintayin ng isang buwan ang mga negosyante bago sila makapaglabas ng advertisement o promo,” Aquino said.
He also criticized the proposed fees, which he said could range from P975 to P9,295 per advertisement, calling it an unnecessary burden for online sellers and small entrepreneurs.
Aquino stressed that while consumer protection remains important, regulations should remain “praktikal, makatwiran, at naaayon sa tunay na kalagayan ng ating mga negosyo.”
“Imbis na dagdagan ang burukrasya, mas dapat tutukan ang mga mapanlinlang at pekeng advertisements habang tinutulungan ang mga lehitimong negosyo na makabangon, lumago, at makalikha ng trabaho para sa mga Pilipino,” he added.
The senator’s statement came amid mounting backlash online following viral posts by tech entrepreneur and content creator Carlo Ople, who earlier slammed the proposed DTI rules.
In a series of Facebook posts that gained thousands of reactions and shares, Ople described the proposal as “bordering on insanity,” warning that it could “cripple the growth of the industry.”
“So I just found out that the DTI wants online businesses and sellers to APPLY FOR A PERMIT to run advertisements and promos,” Ople wrote.
He claimed the proposal would require businesses to apply for permits 30 days before launching campaigns and pay around P975 per online ad material on top of the existing 12% VAT charged on digital advertisements.
“If you want to run five permutations of the ads, yes that’s an additional P4,900 pesos in fees,” Ople said.
Ople also criticized the possibility of requiring businesses to display a “DTI number” on promotional materials posted across platforms such as Facebook, Instagram, TikTok, and Shopee.
“My personal take? This will be a massive burden to small businesses, startups, and online sellers. This will cripple the growth of the industry,” he wrote.
He also directly addressed DTI Secretary Cristina Roque in one of his posts.
“You are over-regulating the only source of additional income for a lot of Filipinos. You are making life HARDER for SMEs,” Ople said.
The issue has since sparked widespread debate online, with many netizens expressing concern over added bureaucracy and costs for small businesses. Others, however, argued that stricter regulations may help curb misleading advertisements and fraudulent online promotions.
As of writing, the DTI has yet to issue an official response to the growing criticism from Aquino, Ople, and members of the online business community.
