MANILA, Philippines - Retired advertising industry leader and now Cultural Center of the Philippines (CCP) chairperson Emily Abrera encouraged other advertisers to follow the lead of companies that have already pulled out their ads from Willie Revillame's game show, "Willing Willie."

She said this is a proactive way for companies to encourage quality programming on local television.

Revillame's show got the ire of government agencies and other individuals after his show featured a 6-year-old boy, Jan-Jan, crying while supposedly made to do a lewd dance.

"I laud their action. That is the action that advertisers should do," Abrera said.

Facebook pages and Twitter users are calling for more action against Revillame and his show.

But according to Department of Education (DepEd) Secretary Armin Luistro, not one sector should be blamed for the incident.

"This is a collective problem. It's because of poverty, at kawalan ng moral values at edukasyon," Luistro said.

Luistro and Abrera agreed that there are already laws to avoid similar acts on TV, but audiences should be more vigilant over what is being shown.

"The MTRCB (Movie and Television Review and Classification Board) should be more critical of our TV shows," Abrera said.

Clinical psychologist Marisa Marin of the MLAC Institute for Children and Families said parents and children are confused over the value system presented on TV. The institute plans to hold workshops in depressed areas to address the issue.

She cited how some parents don't see anything wrong in Jan-Jan impersonating the body movements of a macho dancer on the game show. She noted that they even defended Jan-Jan's dancing.

"Dapat maturuan sila kung kailan nagkakaroon ng abuso, at dapat maging aware sila na inaabuso na sila," Marin said.

Revillame's network, TV5, meanwhile, announced that they have appointed an internal Ombudsman and a standards advisory board to follow stricter guidelines in programming.

A probe is already being undertaken by the MTRCB, Department of Social Welfare and Development, and the Commission on Human Rights.