Wazzup Pilipinas!?
Gone are the days when only celebrities, athletes, religious leaders, and business moguls were the go-to endorsers of political candidates. In today’s digital age, politicians are now tapping into the power of social media influencers to amplify their campaigns. Recognizing this shift, the Commission on Elections (Comelec) has set its sights on regulating and scrutinizing campaign expenditures involving these digital personalities.
The Growing Influence of Social Media in Political Campaigns
Over the past decade, social media has evolved into a powerful tool for political campaigns. From paid advertisements to organic content, politicians have learned to leverage digital platforms to reach voters. In 2019, Comelec introduced new guidelines requiring candidates to declare their spending on social media ads and sponsored posts. These rules applied to both direct campaign materials and content created by influencers, regardless of whether they were in favor of or against a candidate. (Rappler)
Comelec’s Plan to Regulate and Tax Influencers
In July 2024, Comelec Chairman George Garcia announced the commission’s intent to collaborate with the Bureau of Internal Revenue (BIR) to impose taxes on social media influencers who profit from endorsing political candidates. Garcia stated, “We want to tie up with BIR so that influencers will be properly taxed.” This initiative aims to ensure that influencers, like other campaign service providers, are held accountable for their earnings. (Philstar Life)
Beyond taxation, Comelec is also looking into setting regulations for the use of artificial intelligence (AI) and social media in campaigns. The goal is to prevent potential abuses, such as misinformation and deepfake content, which could manipulate public perception. Furthermore, Comelec seeks to work closely with major social media platforms to enforce these new policies. (Malaya)
Challenges in Regulating Social Media Campaigns
While Comelec has already taken steps to regulate social media usage in elections, enforcing these rules remains a challenge. In 2019, the commission announced that it would monitor social media influencers engaged in political campaigns. Comelec spokesperson James Jimenez emphasized that “social media associates,” including paid influencers and digital campaigners, must submit reports detailing their earnings and the nature of their services, such as creating content for or against a candidate. (Rappler)
However, tracking these transactions remains complex, given the informal and sometimes undisclosed nature of influencer partnerships. With the rise of influencer marketing, many digital personalities receive compensation in the form of cash, gifts, or sponsorship deals, making it difficult to monitor actual spending.
Addressing the Rapid Evolution of Political Campaigns
As technology continues to shape the way elections are conducted, Comelec is adapting its policies to ensure fair and transparent electoral practices. The commission’s latest efforts aim to strike a balance between embracing digital advancements and preventing their misuse in the political landscape.
The rise of social media influencers in political campaigns introduces new challenges in regulation and taxation. As Comelec works towards a more structured and transparent approach, voters must remain vigilant and discerning, especially in an era where digital content can easily influence public opinion. Will these regulatory efforts be enough to maintain the integrity of elections, or will politicians and influencers find new ways to bypass them? The 2025 elections may serve as a critical test for the future of digital campaigning in the Philippines.
Ross is known as the Pambansang Blogger ng Pilipinas - An Information and Communication Technology (ICT) Professional by profession and a Social Media Evangelist by heart.
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