NOTE: The following emergency blog post does not follow the usual mechanism of By Popular Request due to From the Tube’s two-week blogcation. The views and opinions expressed in this article do not reflect those on McDonald’s Philippines and other affected companies.
YESTERDAY, McDonald’s branches across the country celebrated National Breakfast Day from 7 to 8 a.m. with a free Burgerdesal if you were queued.
The annual promo was easily followed over traditional and social media. Celebrities like Alden Richards (in Sta. Rosa, Laguna branch) and Maine Mendoza (in her fully-owned Sta. Clara, Sta. Maria, Bulacan branch) attract most customers, especially if one belongs to the AlDub nation.
While entertainment celebrities as endorsers are a normal way, one of the endorsers is a renowned journalist. Atom Araullo teamed up with his 5 And Up colleague, Chynna Ortaleza, in Madison, San Juan branch.
Coinciding with the event, Atom alone endorsed McCafe with the YouTube video provided below.
Ric Jayson Lucas relayed not one but two questions from ex-TV5 talent Joseph Holandes Ubalde: Isn’t it unethical for legitimate journalists to be product endorsers? Has this changed now?
The answer, according to Danton Remoto, depends on the network policy. While GMA and other networks do not prohibit their journos, the neighboring ABS-CBN explicitly prohibited it as set and reinforced by then-head and now head of the now-embattled news site Rappler, Maria Ressa.
That ruling made Mel Tiangco shift after endorsing Green Cross with Jay Sonza in the 1990s.
Ironically, Ubalde himself used to endorse a not-so familiar clothing brand.
On the second question, does the policy changed through the wind? So far, it’s too low to blow it away — it varies from network to network — but in the end, an individual journalist must be aware of the ethical implications if it were to endorse their potential products.
With thanks to Guien Garma, Rey Refran and Ymman Jake Biaco