TECH4GOOD

The dawn of the internet era gave rise to a new phenomenon known as digital influencers. Initially intended to sway consumers on products and services, digital influencers have evolved into various forms, including political advocacy, and have emerged as a powerful force in the digital age. However, their impact has raised concerns about transparency, consumer protection, privacy, the malicious spread of fake news, and ethical standards.

Digital influencers have become increasingly prominent in shaping public opinion, including political views. Taking advantage of social media platforms’ power and liberal use policies, these influencers have the ability to reach and influence millions of people with their content. This influence can be used for good, such as promoting positive social change, influencing voter decisions, or raising awareness of important issues. However, it can also be used for bad, such as fostering harmful products or spreading inaccurate information.
In recent years, several cases have been filed against social media influencers for misleading followers, promoting harmful products, and posting libelous content. This has led to calls for greater industry regulation. Our legislators have started looking into these concerns and are seriously considering developing laws to regulate the sector. Even the Commission on Elections initially considered requiring all political websites to be registered to address the spread of fake political news.

Beginning with the national elections in 2016, we have seen how social media influencers can easily sway public opinion, especially when their content goes viral. We see how debates and the fight for voter mindshare have leveled up today. More than traditional campaign channels, people are now more fixated on reading political content on social media. Paid influencers, especially those with large and engaged followings, can disseminate information quickly and widely. They can tap into specific demographics that might be harder to reach through traditional media.

The problem lies with the way some influencers cultivate a sense of trust and authenticity with their audience. They are perceived as more relatable and credible than politicians or traditional news outlets. As such, their followers usually take whatever information or story they post as truth. They can tailor their messages to resonate with specific groups of voters, based on demographics, interests, or political leanings. They are also skilled at crafting compelling narratives and using visuals to evoke emotions. This can be very powerful in shaping voter perceptions and influencing their decisions, which can contribute to political polarization by disseminating misinformation or disinformation.

There are several reasons why social media influencers should be regulated. First, it is essential to protect everyone from misleading or harmful content. Second, it is vital to ensure that influencers are transparent about their relationships with brands and political affiliations. Third, it is crucial to level the playing field for all businesses and political candidates, regardless of whether they use influencers or not.

What are the issues involved? A number of issues need to be considered when regulating social media influencers. First, how to define an influencer. Another problem is how to ensure that regulations are being enforced properly. Finally, how to balance the need for regulation with the need to protect freedom of speech and expression as provided in the 1987 Constitution. The debate centers on whether such regulation constitutes a permissible limitation or an unconstitutional infringement.

Lawmakers say regulation is necessary to address the spread of disinformation and harmful content, but critics also say it can muffle dissent. Addressing the current gaps requires a delicate balancing act. Some people believe self-regulation would be a better way to regulate social media influencers. They argue it would be more flexible and less bureaucratic than government regulation. However, others believe that self-regulation would not be effective because influencers would not have enough incentive to comply with the rules. There is also the suggestion to make the social media platforms responsible for enforcing standards.

The key challenge is to strike a balance between protecting freedom of speech and ensuring that social media influencers use their platforms responsibly. While addressing disinformation and ethical concerns is crucial, regulating influencers also risks undermining democratic values such as freedom of speech and expression, which are not absolute. Balancing accountability with constitutional freedoms requires prioritizing transparency, platform reforms, and public education over government control. As Philippine lawmakers debate these measures, safeguarding free expression while curbing abuse remains a complex but necessary challenge.

(The author is an executive member of the National Innovation Council, lead convener of the Alliance for Technology Innovators for the Nation (ATIN), vice president of the Analytics and AI Association of the Philippines, and vice president of UP System Information Technology Foundation. Email: [email protected])