The Department of Trade and Industry (DTI) has issued a warning to the owner of Taragis, a takoyaki restaurant, following a controversial April Fools Day publicity stunt. The restaurant’s viral tattoo prank may have violated regulations by not securing the appropriate permits, according to Assistant Secretary Amanda Nograles of the DTI Consumer Protection Group.
Initially, the DTI did not consider the prank as a sales promotion. However, Nograles stated, “If the owner admitted that it’s a marketing gimmick… then it appears to be a promo.” She emphasized that without a DTI permit, the Takoyaki store could be held accountable for conducting a promotion without authorization.
The DTI scrutinizes promotion mechanics, assessing whether they involve any illegal or immoral actions. Although the DTI lacks the authority to revoke business licenses, it can escalate matters to the Local Government Unit (LGU) where the establishment is registered.
Additionally, the DTI has collaborated with the Cybercrime Investigation and Coordinating Center (CICC) regarding the incident. Taragis may face consequences for failing to adhere to promotional regulations, raising questions about the boundaries of marketing strategies in the digital age.