Regulated categories
A condominium launch film looks like any other commercial until it reaches review. Property ads in the Philippines answer to two rulebooks: Presidential Decree No. 957, which protects lot and condominium buyers, and the housing section of the ASC Manual. The regulator behind both is the Department of Human Settlements and Urban Development (DHSUD), created under Republic Act No. 11201 by consolidating the HUDCC and the old HLURB. Here is what they ask of the ad itself.
When can a project be advertised?
Only once it has a License to Sell. Under PD 957, “sale” includes “a solicitation of a sale, or an offer to sell, directly or by an agent, or by a circular, letter, advertisement or otherwise”. And a registered developer “shall not, however, be authorized to sell any subdivision lot or condominium unit in the registered project unless he shall have first obtained a license to sell the project”. An ad that sells a project is a sale in the law’s terms, so it waits for the licence.
Before that, a developer can make an announcement: information “solely for the purpose of initially informing or notifying the public about a project but not for the purpose of marketing or selling”. An announcement made before the licence “shall not include the office address or contact numbers or information” of the developer or its brokers, or anything that “directly or indirectly conveys or suggests the sale or marketing” of the units.
Which approval comes first?
DHSUD’s. The ASC Manual says: “An Approval for Advertisement from DHSUD shall be secured before submitting advertising material for ASC review.” Advertisements answer to both the DHSUD rules and the ASC Code; announcements “shall not be required to go through the DHSUD approval process”. Build both reviews into the schedule, in that order.
What must a property ad show?
It depends on the medium. Video ads carry three items, and print, out-of-home and static digital ads carry six.
| Item | Video (broadcast, cinema, digital) | Print, out-of-home, static digital |
| Owner or developer’s name | Yes | Yes |
| Location | Barangay and city or municipality | Exact location, including street name, barangay and city or municipality |
| License to Sell number | With its date of issue | Yes |
| DHSUD Advertisement Approval Number | Not listed | Yes |
| Approved completion date, as in the License to Sell | Not listed | Yes |
| Maximum selling price | Not listed | For economic and socialized housing projects |
A printed ad that names the dealer or any authorised agent or broker must also show their DHSUD registration numbers. Our guide to mandatory statements in Philippine ads covers how these lines sit in a video frame alongside other categories.
Can the ad use renders and AI-generated visuals?
Yes, labelled. Every picture of the project or its amenities needs a caption, and the Manual lists “actual photographs”, “architect’s perspective” and “artist’s illustrations”, “or such similar captions”. A generated flythrough or a rendered lobby is an illustration, not a photograph, and the caption has to say so.
The bigger rule is what the visual shows. Every depiction of the project’s design, amenities and facilities “must strictly conform with the project’s approved site development plans, architectural plans, and work programs”, and “Only such amenities and improvements specified in the approved site development and architectural plans of the project may be included or illustrated in the advertisement.” A pool or a sky garden that an AI tool adds to make the frame look richer is a feature the plans don’t have.
Does the ad become a promise?
Under PD 957, yes. Property ads “must reflect the real facts and must be presented in such manner that will not tend to mislead or deceive the public”. The developer is “answerable and liable for the facilities, improvements, infrastructures or other forms of development represented or promised in brochures, advertisements and other sales propaganda”, and those promises “shall form part of the sales warranties enforceable against said owner or developer”. What the film shows, the buyer can hold the developer to.
Can the ad mention prices and payment terms?
Only in full. No reservation fee, down payment, installment plan, discount or interest rate may appear “unless the complete payment and financing scheme is fully disclosed in the advertisement”, in line with the contract documents. A headline monthly amortisation on its own doesn’t meet that.
How should distance be stated?
In kilometres. Any statement of distance from a known place or landmark “shall be expressed in terms of kilometers”, and a vicinity map has to show the distances the same way. A line that gives only the travel time from a landmark leaves the kilometres out.
What can’t go in?
The ASC Manual bans three things outright: disclaimers; other or future projects not covered by the License to Sell shown, unless they are part of a cluster development; and “Exaggerations or misleading information either by text, illustration, or pictures”.
What are the penalties?
PD 957 lets the regulator impose “fines not exceeding ten thousand pesos” for violations of the Decree or its rules. On conviction, the Decree sets “a fine of not more than twenty thousand (P20,000.00) pesos and/or imprisonment of not more than ten years”, and in a corporation “the President, Manager or Administrator” is “criminally responsible”. Add the ASC’s own sanctions, and the real cost of a pulled ad is the media already booked.
Brief from the approved plans
Put the approved site development and architectural plans, the License to Sell and the DHSUD ad approval in the brief before the first frame is made. Every render, AI-generated or not, is checked against them, so they belong at the start.
General information from PD 957, RA 11201 and the ASC Manual. DHSUD’s own guidelines set the approval process and may add to these rules; check the current version with your DHSUD contact before production.
Who should make it?
A team that treats the approved plans as the storyboard’s source. PUNX makes AI-powered commercials in Makati, with P&G, San Miguel, Petron, GCash and KFC on our client list. For a property film, that means generated visuals built from the developer’s approved plans, captioned as illustrations, and checked frame by frame before the ad goes to DHSUD.
FAQ
Can a developer advertise before getting a License to Sell?
No. PD 957 counts an advertisement as an offer to sell, and a developer may not sell before the License to Sell is issued. Before that, only an announcement is allowed, with no contact details and nothing that suggests the units are for sale.
What must a property video ad include in the Philippines?
Under the ASC Manual, broadcast, cinema and digital video ads must show the developer’s name, the project’s location including barangay and city or municipality, and the License to Sell or Amended License to Sell number with its date of issue.
Can a property ad use AI-generated images?
Yes, if they are captioned as illustrations and show only what is in the approved site development and architectural plans. Under PD 957, amenities shown in an ad become part of the developer’s sales warranties.
Can a property ad show the monthly amortisation?
Only if the complete payment and financing scheme is fully disclosed in the ad, in line with the contract documents. A single monthly figure on its own does not meet the ASC Manual’s rule.
Related
AI content production — the service, from brief to delivery
Mandatory statements in Philippine ads — the end frames for property, supplements and medicines
Brand-safe AI production — disclosure, consent and the record behind them
Launching a property project?
Send us the approved plans and the launch date. We will build the film from them, with every caption and end frame in place before review.
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