FEBRUARY 2022 // OPINION
11
Obedience to campaign rules IZUMIN // Kyzzia Paguirigan
Chaotic, Hectic, Heated – Ev-
ery Philippine election season, it is undeniable that all sorts of things may happen. Politicians will have their political rallies and debates; supporters will have their clash in order to “prove” something to other people who support other candidates other than theirs. In short, the high-tensioned and fast-paced election season in the Philippines could make all hell break loose. In order to maintain harmony, fairness and honesty on all facets of the elections, COMELEC issued Resolution No. 10730 last November 17, 2021 which backed up Republic Act 9006 or the Fair Election Practices Act of 2009. With the opening season for national campaigning commencing last February 8, the citizens must know this for they can exercise vigilance in ensuring the enforcement of these rules. In light of emerging public sentiments against unwarranted privacy intrusion in digital space, it is decided by the poll body to specifically ban the use of “micro targeting” in political advertising with the exception of
“geographical location, except a radius around a specific location, age, and gender." Additionally, it is said that “contextual targeting” may also be combined in the prohibited micro targeting. COMELEC Spokesperson James Jimenez also stated that they will work with the social media platforms to help enforce this regulation.
candidate within 30 days from the last day of the filing of the certificate of candidacy.
In COMELEC’s rules, “micro targeting" is labeled as “a form of targeting online advertisements that uses recent technological developments to analyze a person’s online usage, to preferentially serve advertisements and other information that specifically reflect that individual user’s preferences and personality.” While requiring the social media companies that are stationed in the Philippines to report specific details about the paid political advertisements that are placed on them, COMELEC also warned the social media companies against “casting doubt on the integrity of the electoral process.” Another requirement that COMELEC stated is the registration with the poll body of all the social media companies, platforms, websites, and web addresses of every registered political party or coalition, and
Lastly, COMELEC emphasizes the importance of adherence to the health and safety protocols made by the Inter-Agency Task Force (IATF) on Management of Emergent Infectious Diseases, as the nation undergoes its election period while facing the challenges of the national health emergency and a global pandemic. [R]
Additionally, the minimum discount rates for media advertising have also been increased to 50 percent (formerly 30 percent) for the television ads, while the print ads to 40 percent (formerly 20 percent).
"Lastly, COMELEC emphasizes the importance of adherence to the health and safety protocols as the nation undergoes its election period while facing the challenges of the national health emergency and a global pandemic."
