Duterte signs law on cheaper political ads

MANILA, Philippines — President Rodrigo Duterte has signed into law a measure which seeks ensure reasonable rates for political advertisements.

Executive Secretary Salvador Medialdea confirmed this on Friday.

The law, which amends the Fair Election Act, provides that the discounted rates will be as follows: from 30 percent to 50 percent for television and from 20 percent to 40 percent for radio.

The discount for print, meanwhile, was retained at 10 percent.

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.

Senator Aquilino “Koko” Pimentel III, who sponsored the bill in the Senate, 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.

Senators have earlier lamented the prohibitive costs of placing political advertisements in TV, radio and print.

According to them, the passage of the measure into law will help voters become more updated and informed of the candidates they wish to vote for in the coming elections./ee, gsg