Senate OKs higher discount rates for political ads

Senator Aquilino “Koko” Pimentel III. INQUIRER file photo / EDWIN BACASMAS

More than half a year into the 2019 midterm elections, the Senate has approved on third and final reading a bill seeking higher discount rates for political advertisements on radio and television during the election period.

Senate Bill No. 1985, which senators hope would raise more informed voters, was approved on Monday with 18 affirmative votes, zero negative votes, and no abstention.

Senator Aquilino “Koko” Pimentel III, who sponsored the bill, said that voters will be able to express their opinion better if candidates are undeterred in delivering their message and platforms through advertisements in the media.

Pimentel said the bill will amend the existing Republic Act No. 9006 or the Fair Elections Act, or a law that seeks to enhance the holding of a “free, orderly, honest, peaceful and credible elections.”

“The proposed discounted rates found in the bill will be as follows: from 30% to 40% for television, and from 20% to 30% for radio,” he said in a statement on Wednesday.

READ: Pimentel’s bill seeks to lower rates of political ads

The rates would be applied based on the average of the published rates the media outlets have charged commercial advertisers in the last three years prior to an election.

Pimentel said that the bill also requires that the discount granted to one candidate should be the same as the discount for other candidates running for the same position.

He said it is just “proper and correct” that media networks contribute to this “common good.”

“We hope to make our people more aware of their choices on election day. The result of the elections, hopefully, will reflect a more discerning electorate to be emulated by future generations of Filipino voters,” Pimentel said. /jpv