Manila, Philippines – The Commission on Elections (Comelec) announced that it will presume as paid any online endorsement made by celebrities, internet personalities, or social media influencers in favor of candidates running in the May 12 national and local elections.
During a news forum in Manila on Wednesday, Comelec Chair George Erwin Garcia revealed that the poll body is set to adopt a resolution requiring all online endorsements—whether paid or donated—to be declared in candidates’ Statements of Contributions and Expenditures (SOCEs).
Presumption of Payment for Endorsements
“When a celebrity is used [to endorse a candidate], we will presume that the celebrity is paid,” Garcia said. “Candidates should not claim that the endorsement was free simply because the celebrity is a friend or admirer. There is now a presumption of payment.”
Garcia emphasized that Comelec’s focus is not on the endorsers but on the candidates who fail to declare these endorsements as campaign expenses. If candidates insist that an endorsement was free, it will be considered a donation and must still be properly reported in their SOCEs.
Case-by-Case Evaluation & Exemptions
The Comelec chief clarified that there will be no fixed definition of a “celebrity” under the new policy. Instead, endorsements will be reviewed on a case-by-case basis to determine if the endorser qualifies as an influencer or public figure.
However, some exemptions will apply, including:
✔ Relatives up to the second degree of consanguinity and affinity, as their endorsements will not be assigned monetary value.
✔ Incumbent government officials and politicians endorsing fellow party members.
Additionally, free or donated endorsements will be assigned a monetary value, and it will be up to the endorsing celebrity to report them for taxation purposes.
Failure to Declare Could Lead to Penalties
Under the law, all candidates—whether they win or lose—must submit their SOCEs within 30 days after Election Day. Failure to properly report contributions, including endorsements, could result in:
⚠ Administrative fines
⚠ Perpetual disqualification from holding public office
With this new measure, Comelec aims to ensure transparency and accountability in campaign spending, especially in the digital space where influencer endorsements play a growing role in election campaigns.