Multinational firm suspends ad on ‘Willing Willie’

MANILA, Philippines–(UPDATE) Procter & Gamble Philippines has suspended ad placement on “Willing Willie” amid a child abuse controversy hounding the top-rating television show’s host, the multinational company announced Thursday.

P & G consumer relations manager Sol Liboro said the company was taking the macho dancing episode on the TV5 game show seriously and has “suspended advertising on the show beginning April 7, 2011 while the incident is being reviewed and investigated by authorities.”

Liboro said that P&G advertises “on programs that align with our values as a company and with our purpose to touch and improve life,” adding the firm regularly monitors media groups carrying its brands.

Jollibee Foods Corporation has earlier suspended its advertisements on “Willing Willie” while CDO Foodsphere Inc. said it would continue its ads placement.

Snack firm Oishi called the incident “regretful” but maintained that it was not withdrawing its advertisements.

The Philippine Association of National Advertisers (PANA) has said it gave its members the choice to pull out or maintain advertisements on the show.

The association said it has shared information on the March 12 incident with its members and trust that they “will be guided accordingly on the best decision to take.”

TV5 television network has apologized for the incident, which caused uproar on the Internet, and said it would conduct a thorough investigation.