REACTION PAPER

Should the media be banned from promoting Facebook or Twitter?

The popularity of social networking websites has grown sharply among Filipinos or even people around the world. People are now connecting and interacting with friends and family through online social networks. The proliferation of cheap access to social networks makes it an “in thing”. To maintain an active social life, one must have an account to atleast one of these social networking sites. Also, more Filipinos, especially the younger ones, are favoring the internet more than television and print. In an article entitled “Top 10 online social networks” posted on Philippine Daily Inquirer last February 21, 2009, it named Facebook as the top 1 online social network and ranked Twitter as the third. Indeed, Facebook and Twitter’s popularity is inevitable. 

Companies encourage participation in such sites and with good reason mostly to know what's hot and what's not and how it could work for their best interest particularly in their marketing strategies. Companies can be able seed information through these popular social networking sites. Even in media broadcasting, you cannot miss to hear “access us on Facebook or Twitter.” The goal of broadcasting companies is to send information to its viewers or listeners. The use of these top social networking sites is a venue for expanding their message to the public. It keeps the information fresh, relevant, and interactive. Facebook and Twitter have been the image of success of information technology, but the problem is, would their popularity kill the healthy competition among other social networking sites? Would the media’s encouragement with words such as “like us on Facebook or follow us on Twitter” be considered a form of advertising which is detrimental to the not-so-famous social networking sites? Is there really unfair competition for this matter which justifies the need for the banning of promoting Facebook and Twitter?

France has already taken side, should Philippines also ban the media from mentioning Facebook and Twitter outside news? No, I am not in favor of such move. To address the issue on distortion of competition, one must consider the goal of the media in the mentioning of Facebook and Twitter. It is not for the promotion of these two popular networking sites to the prejudice of other social networks struggling for competition. Rather, the objective is to create an informed and conscious public. The problem on unfair competition is only just one of the issues incidental to its popularity. Taking it positively, the mentioning of Facebook and Twitter even promises healthy competition. It challenges the not-so-famous social networking sites to strive hard and formulate effective marketing strategies to enter into the market of social network addicts. They are free to create their own names as well and fight back to gain recognition. With due fairness to Facebook and Twitter, they also started from the ranks. Almost a decade ago, it was Friendster’s domination, Facebook or Twitter was nothing. But through both of the latter’s effort, their names have become associated with the social network. It is just like buying in the grocery a Colgate with a Closeup brand, making a Xerox copy out of the Fujitsu photocopier, or putting a Band-Aid with the use of Nexcare adhesive bandage. Facebook and Twitter are trademarks which are now being used as a common or generic language of the media for easy understanding and association of the audience – not for the purpose of unjust promotion.

There is no law in our country prohibiting the media’s mentioning of Facebook and Twitter outside news. The act does not constitute unfair competition as provided for under Article 189 of the Revised Penal Code. Nor does the act violate Intellectual Property Law. There may not have a prohibition of such act but there must atleast be a regulation. But this regulation should not amount to a total prohibition of the media mentioning of Facebook and Twitter. There may be legal implications but through proper regulation, the same can be avoided. These social networking sites though very popular, are not too invasive of the other social networks’ right to advertising. There is no preferential treatment contrary to fair practices. Social networking sites like Facebook and Twitter are channels of communication so that the media can better reach the public. The Philippines even recognizes the vital role of communication and information in nation building. It must be upheld rather than advocate a rule which has a weak legal explanation.