AS the Philippines approaches its next major elections, digital platforms like Facebook, TikTok, and Instagram are at the forefront of political campaigns, enabling hyper-personalized targeting that reshapes voter engagement. While these tools present immense opportunities, they also highlight critical concerns about data privacy, transparency and ethical campaigning.
Data privacy issues in the Philippines are not merely theoretical — they are rooted in real and recurring breaches. High-profile incidents involving PhilHealth, Comelec, and other private institutions have exposed sensitive information, sometimes even making its way onto the dark web. This includes data breaches of “ayuda” recipients, senior citizens’, and persons with disabilities’ information due to poor data handling where information gets passed on, printed, and discarded carelessly. These breaches have eroded public trust in how personal data is handled, creating a more skeptical and vigilant electorate.
In this context, campaigns must tread carefully. The increased awareness of data privacy among voters means that even legitimate campaign messages sent via SMS or email may be met with suspicion. Recipients are likely to question how their information was obtained and whether they consented to its use. For candidates, this represents a double-edged sword: while direct communication can be highly effective, it also risks alienating voters if perceived as invasive or unethical.
One of the most effective tools available to political campaigns is targeted advertising on social media platforms. Through custom audiences, campaigns can upload lists of mobile numbers or email addresses, enabling precise targeting. Platforms also allow the creation of lookalike audiences, which identify users with similar traits to the original group, significantly broadening the campaign’s reach.
While these tools enable personalized and efficient voter outreach, they also raise ethical concerns. Voters are often unaware that their data has been uploaded or used for ad targeting, leading to potential backlash. Without transparency, this practice risks being perceived as intrusive or manipulative, especially in an environment where data privacy is a growing concern.
Campaigns must ensure their data collection and targeting practices comply with the Data Privacy Act of 2012, which requires informed consent for the use of personal data. Transparency about how data is sourced and why specific ads are targeted is essential for building trust. Some social media platforms already provide tools for disclosing the source of political ads and targeting criteria, but these features remain underutilized. Adopting these practices proactively could differentiate campaigns as trustworthy and voter-centric.
At the same time, campaigns should avoid exploiting advanced tools like lookalike audiences or sentiment analysis to manipulate voters. Using these tools to mislead or amplify false narratives erodes trust and undermines democratic principles. Ethical advertising focuses on addressing voter concerns, sharing accurate information, and encouraging civic engagement.
Addressing the ethical challenges of targeted advertising also requires empowering voters through education. Many Filipinos are unaware of how custom audiences and lookalike targeting work, making them vulnerable to manipulation. Public education campaigns can demystify these concepts, showing voters how their data might be used and how to critically evaluate political ads.
Partnerships between platforms, civil society, and organizations like the National Privacy Commission can play a pivotal role in raising awareness. At the grassroots level, digital literacy programs in schools and communities can help voters understand privacy settings, recognize manipulative content, and make informed decisions.
The 2025 elections will see even greater integration of technologies like artificial intelligence (AI) and machine learning in political campaigns. AI-powered tools for sentiment analysis and digital likenesses of candidates will enable highly customized voter outreach, but they also introduce new ethical dilemmas. For instance, how can campaigns balance the efficiency of AI with the need for authenticity and transparency?
The future of political campaigning in the Philippines hinges on striking this balance. Candidates must prioritize ethical practices, focusing on trust and transparency rather than exploiting vulnerabilities. Voters, on the other hand, must be equipped with the tools and knowledge to navigate an increasingly data-driven electoral landscape.
By fostering accountability, respecting privacy and leveraging technology responsibly, campaigns can create a political culture that strengthens democracy and empowers the electorate.
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