DTI probes Jollibee's 'burger blowout' promo after AI-generated winner claims

The Philippines’ department of trade and industry (DTI) has launched an investigation into Jollibee Group's “burger blowout” promotion after online backlash over suspicious raffle winner names sparked questions of fairness and transparency.

The issue erupted when netizens highlighted unfamiliar winners listed in Jollibee’s raffle draw, including names such as “Bonita Gulgowski,” “Albert Goldner,” and “Norbert Pfannerstill.” Critics questioned whether the names were fabricated or even generated by artificial intelligence (AI).

In a statement released on Saturday, the DTI confirmed it had already coordinated with Jollibee to review the promo mechanics, acknowledging public concerns over the raffle.

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“We coordinated with Jollibee as soon as we received information and initiated an investigation. We have requested relevant documents, including the list of valid entries and the mechanics used, to ensure a thorough review,” the DTI said.

The institution added: “Pending the outcome of the investigation, all further raffle promotions related to this matter are postponed. The public will be informed of any developments as they arise.”

The DTI also assured consumers that it would remain steadfast in ensuring promotional activities are “fair and transparent.”

On Friday, Jollibee responded to the controversy, stating that it was conducting its own review while working closely with the DTI.

“We will be temporarily postponing succeeding raffle draws. Please be assured that this will not affect previously declared legitimate winners, and we remain committed to ensuring that only valid entries are considered for raffle draws,” Jollibee said.

The fast-food giant reminded the public that tickets linked to the promo were not for sale and warned against buying from unauthorised sources.

Just weeks before the raffle controversy, Jollibee and the DTI had showcased their close ties through the “Joy in learning” programme, where over 100 MSMEs received mentorship and insights from both government officials and Jollibee executives on scaling their businesses and integrating into larger value chains.

Jollibee Group also recently unveiled a refreshed corporate brand identity, aligning its 19-brand portfolio under a unified purpose of “spreading joy through superior taste.” The rebrand is positioned to strengthen global expansion, attract franchise partners and investors, and reinforce the company’s image as a modern, purpose-driven enterprise.

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