(Photo from "Willing Willie" Facebook page)

MANILA, Philippines – Jollibee Foods Corporation (JFC) has temporarily pulled out its Mang Inasal ads placements on “Willing Willie” in light of the show's controversial “Jan-Jan” episode.

“Mang Inasal will be holding off their ad placements from 'Willing Willie' this week. We will continue to monitor the issue and await the results of the investigation. The whole JFC group, will remain committed to upholding the welfare of children,” read the statement of JFC Corporate Media that was posted on its Facebook account on April 2. JFC is the franchise owner of Mang Inasal.

The "Jan-Jan" episode (aired March 12) caused public outrage when “Willing Willie,” particularly its host Willie Revillame, had six-year old Jan-Jan Estrada repeatedly danced like a macho dancer in one of its segments. Various organizations and government agencies have already condemned the incident, with the Commission on Human Rights (CHR) and Department of Social Welfare and Development (DSWD) calling it an act of child abuse.

Facebook group “Para kay Jan-jan (Shame on you Willie Revillame!)” is among those who are very vocal in urging “Willing Willie” advertisers to pull out their ad placements as a show of protest.

In reply to the letter sent by Froilan Grate, head of the Facebook group, Pauline Lao of JFC Corporate Media said the company is “aware of the issues and the various sentiments raised regarding the Willing Willie program 'Janjan' incident last March 12, 2011” and that they are keeping a close eye on the situation.

“We trust that the appropriate and expert institutions will also respond and look into this matter with urgency. Like you, we are also hoping for a quick and rightful resolution of this matter,” she added, stressing that other JFC chains Jollibee, Chowking, Greenwich and Red Ribbon “do not have ad placements in the Willing Willie program.”

JFC’s action got positive comments from the public, including arts and heritage advocate writer John Silva. According to a report by SPOT.ph on April 4, Silva sent a letter to JFC Chair and CEO Tony Tan-Caktiong, praising them for their quick decision, unlike other advertisers who refuse to take action on the matter until the internal investigation by TV5 is done.

“It says to me that on the strength of the video segment alone, your company has acknowledged its deleterious effects on both viewers, consumers, and your own corporate credo.

“Your actions, being a major conglomerate, will have serious ripple effects on the other advertisers and on TV stations too. This may actually be the dawn of better TV programming, thanks to your decision,” Silva said.

The Philippine Association of National Advertisers (PANA) also responded to Grate’s letter on March 29. PANA president John Rajo told Grate via email that they have already forwarded the latter’s letter “Child Abuse on Willing Willie show in TV5” to their member companies as it is consistent with PANA’s mission statement:

“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.”

However, CDO-Foodsphere Inc. maintained, in their official advisory sent to Grate, that they “have decided to continue our sponsorship with TV5 until the end of our prior advertising commitment with them” after a discussion with the station.

With this, CDO assured the public that, “Not withdrawing does not mean CDO will tolerate the show or its host to go against the values we stand for.”

In a separate report by INQ.net on April 2, activist lawyer Ipat Luna also sent letters to the advertisers urging them to pull out from the show.

“If poverty is the excuse for losing one's dignity, I think companies like yours are in the best position to show that dignity can be had despite poverty and Willie's show flies in the face of that possibility,” her letter read.

While Liwayway Manufacturing Corporation (Oishi) replied to Luna that they are still looking into actions that “can yield actual, positive results,” they called the incident “regretful” and expressed hope that it “will not happen again.”

Aside from the abovementioned, “Willing Willie” advertisers, as listed by Grate, include Smart Communications, Inc., Suyen Corporation (Bench), Proctor and Gamble, Uniliever, Cebuana Lhuillier and Cherry Mobile. Official statements from these companies have yet to be announced.