The National Privacy Commission (NPC) of the Philippines has launched a formal review into a holiday marketing campaign by fast-food giant Jollibee Foods Corp., conducted on the Viber messaging platform. The probe was initiated following complaints from users who reported seeing branded content appear within their private chat interfaces.
Regulator Scrutinizes "Buo ang Saya ng Pasko" Campaign
On Tuesday, January 6, 2026, the NPC confirmed it is examining the "Buo ang Saya ng Pasko" Christmas campaign. The initiative featured automated greetings and digital stickers linked to Jollibee that were distributed on Viber. The commission stated it took note of both media reports and direct consumer feedback regarding the campaign's execution.
The core issue, according to the NPC, is whether the integration of promotional materials into private chat spaces crossed a line in digital marketing. Officials are questioning if personal data was processed to facilitate this without users' proper and informed consent.
Legal Framework and Company Obligations
The commission has reached out to both Jollibee and Viber to seek explanations. It is currently assessing if the campaign's mechanics involved the processing of personal information as defined by the Philippines' Data Privacy Act of 2012.
In a public statement, the NPC emphasized the legal obligations of companies. "If personal data processing is involved, personal information controllers must ensure compliance with the principles of transparency, legitimate purpose and proportionality," the regulator said.
The NPC further clarified that under the law, entities engaged in direct marketing must obtain specific and freely given consent. They are also required to clearly inform individuals of their right to object to the use of their personal information for marketing purposes.
Broader Context and Implications
This review occurs as Philippine regulators intensify their scrutiny of digital platforms and brand partnerships. The move reflects growing consumer anxiety over data privacy, targeted advertising, and the use of automated tools in online messaging services.
Jollibee, as one of Southeast Asia's largest fast-food groups, has been actively expanding its digital outreach to connect with younger consumers, especially during high-traffic holiday seasons. Messaging apps like Viber are immensely popular in the Philippines for both personal and business communication, making them attractive channels for marketers.
The NPC's investigation will ultimately determine whether the Jollibee-Viber campaign adhered to permissible marketing practices or if it requires corrective actions under the country's data protection regulations. The outcome could set a significant precedent for how brands leverage personal messaging platforms for advertising in the future.
