Cebu media told: Ensure 2016 bets adhere to ad laws

CEBU, Philippines - The Commission on Elections yesterday reminded media practitioners and future journalists of their vital role in making sure that candidates follow rules and regulations, as set by the law.

Cebu Provincial Election Officer Lionel Castillano and Election Officer IV Ferdinand Gujilde particularly mentioned the broadcast media, which is required to allot fair and equal exposure to candidates so as not to appear bias and unethical.

They also urged the public to report to their office any violating candidate, admitting that their hands are tied in going after those who are doing “premature campaigns” following the Supreme Court ruling that such violation may only be committed during the 90-day national and 45-day local official campaign period immediately preceding the May 9, 2016 elections.

Castillano and Gujilde, who are lawyers, were among the speakers in a “Dos and Don’ts for Political Ads in Broadcast Media for the 2016 Elections” forum held at the Marcelo Fernan Press Center.

In response, radio dyHP station manager and anchor and former Kapisanan ng mga Brodkaster ng Pilipinas-Cebu Chapter president chairperson Ruphil Bañoc assured Comelec officials local KBP members abide by the rules and regulations when it comes to political ads and exposures.

“KBP is strictly implementing the KBP Code. We made the initiative of creating our own code because we prefer self-regulation than state-imposed. It is different when people not familiar with our industry set the rules,” Bañoc said.

Also a lawyer by profession, he cited the common provisions between the KBP Code and Republic Act 9006 (Fair Elections Act), particularly in ensuring fairness and prohibition on bribery.

In particular, KBP also requires practitioners who intend to run for public office to file a leave of absence during the campaign and election periods or even resign from regular employment, depending on his station’s internal policy.

Meanwhile, Cebu City Mayor Michael Rama, who was present in the forum as a representative of public officials, reminded those in attendance that there is an existing anti-littering ordinance concerning campaign posters placed in unauthorized areas, especially trees and fences.

Acting as one of the reactors, local columnist lawyer Frank Malilong expressed opposition to the limitation on media exposure and political advertisements, which he said shows “hypocrisy.”

“Regulating political ads is one tragic monumental failure. It’s not the fault of Comelec… What we need is not a law limiting ads but a forum discussion similar to how the consumer act of the Philippines was done. An election without political ads is like a fiesta without the buntings,” he said.

Aside from media practitioners, University of the Philippines Cebu and Cebu Normal University students attended the forum moderated by radio dyAB station manager and ABS-CBN Cebu anchorman Leo Lastimosa.  (FREEMAN)