NPC seeks explanation from Jollibee, Viber for viral Christmas messaging campaign
The National Privacy Commission has sought an explanation from Jollibee and Viber for their automated messaging campaign over the Christmas season.
In a statement released Tuesday, Jan. 6, the NPC addressed the user complaints and media reports regarding Jollibee's "Buo ang Saya ng Pasko" Christmas campaign that was carried out on messaging platform Viber.
"It appears that branded marketing materials, including automated greetings and digital stickers, have appeared within private chat interfaces, leading to questions regarding the boundaries of digital marketing and the unsolicited processing of personal data," the statement read.
In December, Viber users were greeted with a holiday-themed sticker and greeting whenever they typed the word "Christmas" in both chat groups and personal messages. The digital sticker bore the message "Have a Jolly Christmas!" along with the Jollibee logo. It hovered on screen for a second or two before disappearing.
Users' reactions to the campaign were divided on social media. Some thought it intrusive and annoying, others said they didn't mind, and yet others admired Jollibee's marketing strategy.
"The NPC has sought explanation from both companies regarding the matter and is currently determining whether the campaign's implementation involves the processing of personal data under the Data Privacy Act of 2012 (DPA)," the NPC continued.
The DPA mandates personal information controllers to maintain transparency and proportionality, and adhere to a legitimate purpose in the processing of users' personal data for direct marketing activities.
Personal information controllers can include restaurants, social media platforms, banks, schools, telecommunication companies, and even hospitals.
In cases when companies process personal data, "consent must be specific and freely given, and data subjects must be afforded the right to object to the processing of their information for direct marketing purposes," the NPC said.
PhilSTAR L!fe has reached out to Jollibee and Viber for their respective statements but has yet to hear back.
