THE Department of Trade and Industry (DTI) has reminded business owners to take their license to operate seriously if they do not want sanctions imposed on them.
This was after Carl Quion, the owner of a takoyaki store, admitted on April 6 that their April Fool’s prank was actually a marketing stunt hatched last year. The man who had the name of the store inked on his forehead was an accomplice, according to a Facebook post of Quion, who apologized for their gimmick.
According to DTI Consumer Protection Group head Assistant Secretary Amanda Nograles, the DTI is already investigating the case and may impose sanctions if a violation is proven.
“Kapag ang DTI nagbigay ng business name registration, dapat gamitin mo nang maayos ‘yung business name registration. Hindi mo siya mamaliitin na gagamitin mo sa kung ano ano lang na prank or marketing ploy para lang sumikat ‘yung business mo,” Nograles said.
“‘Yung business name can be revoked, can be canceled, can be suspended.
“Kapag wala kang business name registration hindi ka makakakuha ng business permit at hindi ka makaka-operate ng negosyo mo,” she added.
Nograles said prosecutors may also opt to file a case against those behind the marketing stunt.
“Ine-engganyo ‘nung tao through that post ang mga mamamayan para magpa-tattooo and what is that? That is self-harm, humiliation para ipahiya ‘yung sarili nila in exchange for a prize,” Nograles stated.
Quion’s reasoning that they were able to help a person in need is not enough, according to Nograles.
“Dapat very clear ‘yung message na gusto mong ipamahagi. Huwag mong ilalagay sa isang click-through or sa fine print dahil maraming maaaring maniwala or maloko,” the official reminded.
Public Relations Professional Andy Saracho, meanwhile, said the stunt was done in “bad taste.”
“It played on people’s emotions and needs, specifically of money, considering the difficult times many Filipinos go through now. All that people want to see in a brand or influencer is authenticity so that they can relate and be inspired to escape their present realities. The Taragis Takoyaki brand violated authenticity on all levels,” Saracho said.
“In marketing, the how is more important than the what. What channel you plan to use, whether PR, advertising, or social media, is not as important as how you plan to relay your messages, which is almost always – you must be authentic,” Saracho explained.Scamwatch Pilipinas co-lead convenor Art Samaniego cautioned the public about marketing stunts, especially since many people donated to the accomplice, Ramil Albano.
“Critical thinking ‘yung dapat nating pairalin. Kung iisipin mo, ‘yung mga ganung post after a few minutes, meron na siyang tattoo tapos pagaling na, parang alam mo nang may kalokohang nangyayari,” Samaniego said on Teleradyo.
ABS-CBN reached out to Quion for comment, but he has not yet responded. (ABS-CBN News)
