NATIONAL
Advocates Philippines
NPC Probes Jollibee-Viber Christmas Campaign Over Privacy Concerns
File
The National Privacy Commission (NPC) is looking into Jollibee Foods Corporation’s (JFC) “Buo ang Saya ng Pasko” Christmas campaign on the messaging app Viber following reports and complaints from users.
The campaign featured automated greetings and digital stickers that reportedly appeared within private chat interfaces, raising concerns about the boundaries of digital marketing and the possible use of personal data without user consent.
According to the NPC, it has requested explanations from both Jollibee and Viber and is currently assessing whether the campaign involved the processing of personal data under the Data Privacy Act of 2012 (DPA).
Under the DPA, personal information controllers (PICs) are required to ensure that any processing of personal data for direct marketing purposes is transparent, grounded in legitimate purpose, and proportional. If personal data was used, consent must be specific and freely given, and data subjects must be informed of their right to object to such processing.
The NPC emphasized that while digital marketing continues to evolve, companies must remain compliant with data privacy principles to safeguard user rights and maintain public trust.
For more information, the NPC advised the public to visit privacy.gov.ph or contact info@privacy.gov.ph
The campaign featured automated greetings and digital stickers that reportedly appeared within private chat interfaces, raising concerns about the boundaries of digital marketing and the possible use of personal data without user consent.
According to the NPC, it has requested explanations from both Jollibee and Viber and is currently assessing whether the campaign involved the processing of personal data under the Data Privacy Act of 2012 (DPA).
Under the DPA, personal information controllers (PICs) are required to ensure that any processing of personal data for direct marketing purposes is transparent, grounded in legitimate purpose, and proportional. If personal data was used, consent must be specific and freely given, and data subjects must be informed of their right to object to such processing.
The NPC emphasized that while digital marketing continues to evolve, companies must remain compliant with data privacy principles to safeguard user rights and maintain public trust.
For more information, the NPC advised the public to visit privacy.gov.ph or contact info@privacy.gov.ph
Jan 6, 2026
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