Amid the growing role of social media (socmed) in determining the outcome of polls, the Commission on Elections (Comelec) on Wednesday said it is now eyeing a stricter enforcement of spending limits for candidates who will use social media for their campaign in the 2019 elections.
Comelec Spokesman James B. Jimenez said the spending cap is necessary as more candidates tap the digital platform to promote themselves during the elections.
“In [the] 2010 [elections], we already recognized its potential [to be used for campaigns], but we didn’t anticipate it will be significant [in the outcome of the elections] in 2016,” Jimenez told the BusinessMirror in an ambush interview.
Unlike in the print and broadcast media, he admitted, they were less strict in enforcing the spending restrictions for campaign materials in social-media in the past due to the lack of the necessary legislation for it.
“Our laws were not able to catch up…there is only so much we could do with administrative rules. There is still a need for a new law for it,” Jimenez said.
The poll official said they are now talking with the representatives of social-media platforms to determine the how much candidates will spend for their online promotion.
He said the spending should be indicated in a candidate’s Statement of Contribution and Expenditure (SOCE).
“While the cost of the propagation [of a campaign material] is zero since it will be through shares and likes [by the users], there maybe a cost for its production. That is what were are looking at,” Jimenez said.
Under Republic Act 7166 of 1991, candidates are only allowed to spend the following amount per registered voter: P10 for those running for president; P40 for vice president; P3 for senators, district representatives, governor, vice governor, board members, mayor, vice mayor and councilors; P5 for political parties; and P5 for candidates without parties from P5 to P40.
Former Presidential Communications Operations Office (PCOO) Assistant Secretary Esther Margaux “Mocha” J. Uson noted the increasing impact of social media for election candidates.
She said this was demonstrated with the election of President Duterte, which she called as the “social-media President.”
Uson, who was then an entertainer and blogger, said she was among those who heavily campaigned for Duterte online since he received minimal coverage from traditional media.
“Let us admit it, during the election campaign for 2016, the President got negative reports or media blackouts [from mainstream media], so social media had a big role in his victory,” Uson said.
Duterte was elected as president after garnering over 16 million votes – 6.6 million higher than his closest contender, former Sen. Manuel “Mar” A. Roxas II.