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“Discriminating” “maputi lang” advertisement of a whitening brand received criticisms from several celebrities

Several celebrities in the Philippine entertainment industry slammed a whitening brand for its “maputi lang” advertisement.

GlutaMax, a brand that sells skin whitening products received criticisms for its ad which appeared to be discriminating Filipinas with morena or brown skin.

Comedienne-singer Kakai Bautista stated that morena Filipinas can also be beautiful.

Here is her posts:

Whitening brand

Kapamilya host Bianca Gonzalez, though she did not mention directly the product, also ranted about the “discrimination”.

Here is what she said on Twitter.

“Just a note from a Filipina with brown skin since birth: There is no problem AT ALL sa mga gustong magpaputi. The problem is when whitening brands make us look ‘kaawa awa’ dahil lang maitim kami. Kasi, hindi po kami kawawa, maganda ang kulay namin.”

Bianca added that she will teach this value to her children.

“I now have two daughters, and both of them are morena. When they grow up, choice nila kung magpapa-tan or magpapaputi sila. But what I will teach them is that being brown is not something ‘shameful’, and being brown is not something that makes them less beautiful than others.”

Even male celebrities in the industry slammed the whitening brand, based on the report from PEP. Actor Ping Medina said that there is nothing to be ashamed of having brown skin.

Actor Will Devaughn called the advertisement as “pathetic strategy” just for sales numbers.

Whitening brand

Director Mark Meily questioned the Ad Standards Council why this kind of advertisement was able to be posted. Direk Joey Reyes also had the same sentiments regarding the ad of the whitening brand.

Whitening brand
Whitening brand
via PEP

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