Filipino Voters’ Tendency to Choose Public Officials Based on Popularity Over Proven Ability to Serve the Community

One of the many social media sites on the Philippines – “Election 2025 Philippines (Halalan 2025)” on Facebook, https://www.facebook.com/share/g/15syn7gt5Y/

Executive Summary

• The Philippine midterm elections on May 12, 2025, will have 68 million voters choosing their leaders. However, many still vote based on popularity instead of actual ability. This blog explains how social media, influencers, and false information affect voter choices, often leading to unqualified leaders getting elected.

• Social media is a major influence in elections, with many Filipinos trusting influencers over news sources. Misinformation spreads fast online, shaping public opinion and even rewriting history. The 2022 elections showed how false claims changed voter preferences, proving the need for fact-checking and critical thinking.

• To help voters make smarter choices, this blog recommends reliable fact-checking groups like Tsek.ph, Rappler, and VERA Files. Checking political facts and using trusted sources can help Filipinos vote more wisely and build a better future.

Introduction

On May 12, 2025, an estimated 68 million Filipino voters will participate in the midterm elections. [1] Will our country face the same dilemma amid a tide of social media lies and clueless voters?

In our country, charisma, celebrity status, and social media presence have long played a huge role in elections, often leading to the rise of figurehead public officials. While some blame candidates for using these advantages, the real issue lies with uninformed voters who are easily swayed by surface-level information. Instead of focusing on popularity, voters must take the time to assess whether a candidate is truly qualified to lead and serve their communities.

This blog seeks to:

1. Shed light on the growing trend of voters choosing popularity over qualifications when electing leaders.
2. Encourage voters to make more informed and thoughtful decisions during elections.

The Role of Social Media in Elections

Filipinos are among the most active internet users, spending over 10 hours online daily. [2] This heavy use of social media makes our country especially vulnerable to false information.

Popular Social Media Platforms in the Philippines. Images sourced from Google; collage created by Ruth Abella.

Platforms like Facebook, Tiktok , Youtube and X (Twitter) have become key tools for politicians, especially to reach young voters. A big reason for this is the growing trust in social media influencers. The Philippines has the highest number of people following influencers, with 51.7% relying on them for news, including politics, far above the global average of 22.1%. [3] Instead of traditional news sources, many Filipinos get political updates from online personalities, which can be risky when misinformation spreads unchecked.

The trend of choosing leaders based on popularity rather than skill is nothing new. As early as 1995, the Institute for Political and Electoral Reform found that many Filipino voters preferred well-known candidates over those with better qualifications. [4] With social media making name recognition even stronger, it has become harder for capable but lesser-known candidates to gain support.

The Impact of False Information

False information played a big role in the 2022 Philippine elections, mostly through social media. There were campaigns that spread misleading claims that glorified the Martial Law era, boosting support for Marcos Jr. [5]

In this photo taken on March 10, 2022, a supporter of Presidential candidate Ferdinand Marcos Jr browses his phone during an interview with AFP at his residence in Manila.  Image sourced from Fulcrum’s article, “Fact-checking in the Philippines: The Quest to End Disinformation in Elections” https://fulcrum.sg/fact-checking-in-the-philippines-the-quest-to-end-disinformation-in-elections/, originally taken by Jam Sta. Rosa / AFP.

This approach misled many frustrated voters, especially those struggling financially. By taking advantage of public anger over corruption, poverty, and bad governance, false information created an unrealistic image of the past while attacking opposition candidates. As a result, many people supported Marcos Jr., despite ongoing issues like rising prices, job insecurity, and low wages. [5] Critics say his administration has failed to solve key problems, such as economic recovery and crisis management. [6]

In the end, false information doesn’t just change history, it also helps governments avoid accountability while people continue to struggle. Fighting misinformation and disinformation requires better media literacy and efforts to spread truth, honesty, and good leadership. 

Fact Check: Recommended Sources for Verifying Information in the Philippines

Misinformation and disinformation remain major concerns, especially during elections, as false claims can easily mislead voters. Fortunately, there are many fact-checking organizations dedicated to verifying information and ensuring the public has access to the truth. Below are some of the trusted sources that help Filipinos assess the accuracy of political claims and online content.

Tsek.ph Logo. Image sourced from Tsek.ph, https://www.tsek.ph/

Tsek.ph is a joint project by academic institutions, media, and civil society groups that aims to fact-check election-related information. Tsek.ph follows principles set by the International Fact-Checking Network (IFCN) to maintain fairness, transparency, and nonpartisanship in its verification process. [7] The platform verifies:

• Candidates’ campaign promises and platforms
• Statements from candidates, officials, and public figures
• Social media content, blogs, and other online claims 

Logo of Rappler. Image sourced from Logos and Types Logo, https://logosandtypes.com/alphabet/letter-r/rappler/#google_vignette

Rappler runs #FactsFirstPH, an initiative that monitors false claims by public officials and misleading content on social media. It works with organizations like the National Endowment for Democracy (NED) and UNESCO to sustain fact-checking efforts. Rappler is also a verified IFCN signatory, ensuring its methods align with international fact-checking standards. [8]

Logo of VERA Files. Image sourced from VERA Files, https://verafiles.org/articles/stop-intimidation-independent-media

VERA Files is an independent fact-checking organization recognized by the IFCN and part of Meta’s third-party fact-checking program. It actively debunks misinformation, verifies statements by public officials, and works to counter disinformation spreading online. [9]

ABS-CBN FACT CHECK Logo. Image sourced from ABS-CBN, https://www.abs-cbn.com/news/factcheck

ABS-CBN Fact Check is the fact-checking arm of ABS-CBN News. ABS-CBN is considered one of the country’s leading media and entertainment companies. It affirms its mission of being in the service of the Filipino and all of its stakeholders worldwide. The company is driven to pioneer, innovate and adapt as it continues to provide information, news and entertainment that connects Filipinos with one another and with their community — wherever they may be. [10]

AFP Logo. Image sourced from Wikipedia, https://en.m.wikipedia.org/wiki/File:Agence_France-Presse_Logo.svg

AFP launched its digital verification service in France in 2017 and has grown to become the leading global fact-checking organisation, with dedicated journalists in countries from the United States to the Philippines. Our journalists monitor online content in local languages. They take into account local cultures, languages and politics and work with AFP’s bureaus worldwide to investigate and disprove false information, focusing on items that can be harmful, impactful and manipulative.

How to Identify Credible Information Sources

To minimize exposure to false or misleading content, consider the following when evaluating online sources:

• Check the domain name – Government (.gov) and educational (.edu) sites are generally more reliable.
• Verify sources – Reputable articles cite credible references and include author credentials.
• Evaluate website design – Legitimate sources tend to have professional layouts, clear writing, and proper citations.
• Check security features – Secure websites use HTTPS and may include tools like Microsoft Defender Smartscreen to assess credibility. (Microsoft Edge Security Guide) [13]

By utilizing these resources, individuals can make more informed decisions and contribute to a more truthful information environment.

References

1. Inquirer.net. (2025). 2025 Philippine elections. Retrieved from https://www.inquirer.net/2025-philippine-elections/
2. Fulcrum. (2023, July 07). From likes to lies: Disinformation in the Philippines and Thailand. Retrieved from https://fulcrum.sg/from-likes-to-lies-disinformation-in-the-philippines-and-thailand/
3. Fulcrum. (2022, April 14). Stronger social media influence in the 2022 Philippine elections. Retrieved from https://fulcrum.sg/stronger-social-media-influence-in-the-2022-philippine-elections/
4. Ombudsman.gov.ph. (2012). Final psychographics HTML report. Retrieved from https://www.ombudsman.gov.ph/UNDP4/wp-content/uploads/2012/12/FinalPsychographics_HTML.pdf
5. Pacific Affairs. (2022). Mobilized and polarized: Social media and disinformation narratives in the 2022 Philippine elections. Retrieved from https://pacificaffairs.ubc.ca/perspectives/mobilized-and-polarized-social-media-and-disinformation-narratives-in-the-2022-philippine-elections/
6. The Philippine Star. (2023, February 25). Bayan: Marcos incompetent. Retrieved from https://www.philstar.com/the-freeman/cebu-news/2023/02/25/2247545/bayan-marcos-incompetent
7. Tsek.ph. (2025). About Tsek.ph. Retrieved from https://www.tsek.ph/about/
8. Rappler. (n.d.). Fact-check section. Retrieved from https://www.rappler.com/newsbreak/fact-check/
9. VERA Files. (n.d.). Fact-check section. Retrieved from https://verafiles.org/fact-check
10. Tsek.ph. (n.d.). ABS-CBN fact-check articles. Retrieved from https://www.tsek.ph/author/abscbn/
11. Tsek.ph. (n.d.). AFP fact-check articles. Retrieved from https://www.tsek.ph/author/afp/
12. Tsek.ph. (n.d.). Probe fact-check articles. Tsek.ph. Retrieved from https://www.tsek.ph/author/probe/
13. Microsoft. (2023, July 18). How to tell if a site is credible. Microsoft Edge Learning Center. Retrieved from https://www.microsoft.com/en-us/edge/learning-center/how-to-tell-if-a-site-is-credible?form=MA13I2