NPC seeks Jollibee to explain Christmas campaign on Viber

By TechWatch PH Staff

The National Privacy Commission has sought Jollibee Foods Corporation to explain the implementation of its “Buo ang Saya ng Pasko” Christmas campaign on the messaging platform Viber following media reports and user complaints.

In a statement, the NPC said branded marketing materials, including automated greetings and digital stickers, appeared within private chat interfaces, raising concerns over the boundaries of digital marketing and the possible unsolicited processing of personal data.

“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,” NPC said in a statement.

Jollibee launched the “Buo ang Saya ng Pasko” (The Joy of Christmas is Complete) campaign in late 2025 to highlight evolving forms of Filipino togetherness.

However, the campaign drew significant attention in December after users reported that automated Christmas greetings were popping up in personal and group chats on Viber, with some describing the feature as intrusive.

The NPC said it has sought explanations from both Jollibee and Viber and is currently assessing whether the campaign involves the processing of personal data under the Data Privacy Act of 2012.

“Under the DPA, personal information controllers (PICs) must ensure that all processing of personal data for direct marketing purposes is grounded on the fundamental principles of transparency, legitimate purpose, and proportionality,” NPC said.

“If the campaign involves the processing of personal data, PICs must ensure adherence to the principles of transparency, legitimate purpose, and proportionality. In such cases, 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,” it added.