Social Media Campaign in the Philippines: How New Guidelines Are Shaping Election Strategies for 2025

Are you curious about how social media will play a role in the upcoming 2025 midterm elections in the Philippines? With digital platforms at the forefront of reaching voters, new guidelines from the Commission on Elections (Comelec) are creating a framework for social media campaigns in the Philippines. These changes aim to bring transparency and accountability to online campaigning—without stifling creativity or freedom of expression. Let’s dive into what these rules entail and how they’re expected to influence campaign strategies! Understanding the New Guidelines for Social Media Campaigns in the Philippines As digital platforms become the main stage for political discourse, Comelec has introduced new regulations to help manage social media use among candidates and political parties. These rules, established in Comelec Resolution 11064, call for all candidates and parties to register their official social media accounts with Comelec. The goal? To create a transparent, fair, and responsible environment for voters navigating political messages online. If accounts aren’t registered, Comelec reserves the right to request that certain campaign materials be taken down. Comelec’s new regulations go beyond simply registering accounts. They also introduce rules on using artificial intelligence (AI) in campaigns. With the rapid rise of generative AI, political campaigns worldwide have started using AI to create more engaging, tailored content. However, Comelec’s resolution mandates that candidates disclose if their campaign materials are generated by AI, helping voters differentiate between human and automated messaging. The use of deepfake technology is strictly prohibited to maintain the authenticity of digital content and protect voters from misinformation. Combatting Inauthentic Campaign Behavior: A Step Towards Cleaner Social Media Campaigns One significant aspect of the Comelec resolution is the crackdown on “coordinated inauthentic behavior.” This term refers to deceptive practices where networks of accounts are created or coordinated to amplify content artificially. Similar to policies on global platforms like Facebook, Comelec aims to prevent “false amplification” tactics that can mislead the public. Through these measures, Comelec hopes to ensure that each candidate’s message reflects genuine engagement, allowing voters to see a more accurate picture of public sentiment around each campaign. Controversy Over “Censorship” and Free Speech Concerns Despite the clear intent of these new regulations, not everyone is on board. Poll watchdog group Kontra Daya recently voiced their concerns, calling Comelec Resolution 11064 a form of “censorship.” The group argues that while Comelec’s intentions may be positive, the language in the resolution could inadvertently stifle free speech. According to Kontra Daya, the definitions of “fake news” and “inauthentic behavior” are broad enough to encompass legitimate forms of expression, such as satire or critical analysis. This ambiguity has raised questions about how far the Comelec’s authority extends over political content online. Comelec Chairman George Garcia has responded to these concerns by emphasizing that the resolution is not intended to limit expression but to create accountability in the rapidly evolving digital landscape. He assured the public that the Comelec is open to ongoing discussions with advocacy groups, media, and political entities to clarify these guidelines and protect freedom of speech while ensuring a fair election process. What This Means for Campaign Strategies For political candidates and their teams, these guidelines mean rethinking how they approach social media campaigns in the Philippines. With mandatory account registration, campaigns will have to plan out their digital presence early to avoid potential delays or take-down requests from Comelec. Furthermore, transparent use of AI could alter how candidates connect with the public. Since candidates are required to disclose AI-generated content, they may need to adjust their strategies, balancing high-quality human-generated content with the efficiency of AI-powered messaging. Campaign teams will also need to be more cautious with their social media tactics, especially when it comes to account networks and amplification methods. By cracking down on coordinated inauthentic behavior, Comelec is encouraging candidates to focus on organic engagement rather than engineered popularity. This shift may lead campaigns to place a higher emphasis on community-driven content and authentic interactions to build trust with voters. How Voters Are Impacted by Social Media Campaign Regulations For Filipino voters, these regulations can help create a more transparent and trustworthy social media environment as they consider their choices. Knowing that social media accounts and posts from candidates are registered with Comelec, voters can feel more confident that they’re interacting with official sources. Additionally, with mandatory AI disclosures, voters gain better insight into whether campaign messages are crafted by the candidate’s team or generated through automation. This awareness could help voters critically evaluate the intent and authenticity behind the messages they see online. The regulations on coordinated inauthentic behavior also aim to create a more balanced platform where popularity is a genuine reflection of support rather than the result of manipulation. For voters, this could mean a social media landscape with fewer misleading signals about candidates’ popularity or credibility, giving them a more accurate basis for their political choices. Lessons for Brands and Marketers from Political Campaigns in the Philippines While these regulations are aimed at political campaigns, they also offer lessons for brands and marketers in the Philippines. Just like political candidates, brands must strive to build authentic engagement with their audiences. Comelec’s focus on transparency, AI disclosure, and anti-coordination efforts serves as a reminder that consumers—and voters—value authenticity. Businesses can apply similar principles to their own social media campaigns by focusing on building genuine connections and being transparent about AI usage in marketing materials. Marketers can also take a page from these regulations when managing large account networks, ensuring that the reach of their campaigns reflects real engagement and trust, rather than inflated numbers. By fostering a culture of transparency and authenticity, brands can build lasting relationships with their audiences, just as political campaigns seek to establish credibility with voters. Final PopStar Tip Comelec’s new guidelines mark a significant shift in how social media campaigns in the Philippines will be conducted, aiming for greater transparency, authenticity, and accountability. While some controversies remain, these regulations could ultimately help create a fairer playing field for candidates and a safer, more reliable space for voters to access campaign information. By emphasizing registered accounts, AI transparency, and crackdowns on inauthentic behavior, Comelec’s approach to social media could redefine the political landscape, making digital campaigns both more innovative and more trustworthy. For voters, it means a better chance at receiving reliable information and a more authentic view of each candidate. For candidates, it represents an opportunity to connect with voters in meaningful ways and highlight their real strengths. As we approach the 2025 midterm elections, these new guidelines promise to reshape the way social media is used in Philippine politics, potentially setting a standard for digital campaigns for years to come. Send us a message or contact our Team at contact@pop-star.me for more information on how PopStar can help your digital marketing here in the Philippines.