The family of the late Senate President Gil Puyat has filed a formal complaint against the advertising agency responsible for the viral “Gil Tulog Ave.” signs in Makati City. On July 26, Victor Puyat, son of the late senator, submitted the complaint to the Ad Standards Council (ASC) of the Philippines, Rappler reports.
Victor Puyat condemned the signs, describing them as a “total disrespect” to his father and the Puyat family. He argued that the campaign, created to promote the melatonin brand Wellspring, violated the ASC’s Code of Ethics by indirectly ridiculing a prominent figure.
The Puyat family requested the ad agency’s name remain confidential but called for its suspension or banning from the ASC, noting its history of controversial advertisements.
The campaign also allegedly violated Batas Pambansa 312, which officially renamed Buendia Avenue to Senator Gil J. Puyat Avenue in 1982. Sander Puyat Joson, grandson of the late senator, emphasized the family’s gratitude towards netizens who supported the call for respect.
Makati City Mayor Abby Binay confirmed that her office had not received a permit application for the signs and ordered their removal.