Pilipinas Today, a digital news platform launched in 2023, appears to be a typical news outlet with millions of Facebook followers and multiple regional pages. However, an investigation reveals it operates as a sophisticated political operation backed by a consulting firm.
A PR Machine in Disguise
With a P138-million spend, it really looks like an operation of huge scale with sustained strategic intent; almost bordering if not an actual political communication campaign.
Ron Jabal, CEO of PAGEONE Group
- 31 Pilipinas Today pages collectively spent P138 million on political ads from August 2020 to April 2026.
- 25% of the posts on their Facebook pages display clear signs of PR content rather than journalism.
The operation is led by Sartine IT Solutions, a political consulting firm that has faced scrutiny for alleged foreign interference in past elections. This raises alarms about the integrity of information sources in the Philippines.
The organization’s approach is particularly concerning amid a broader decline in traditional journalism, where reputable newsrooms are dwindling. In this context, politically motivated entities like Pilipinas Today fill the gaps without transparency.
The Scale of Advertising
Pilipinas Today ranks as a top spender on Facebook ads, with its main page alone reporting nearly P38 million in political ad spending. This amount surpasses even the spending of prominent politicians during election campaigns.
From August 2020 to April 2026, the entire network's ad expenditure reached P138 million, accounting for 9.5% of all disclosed political ad spending in the country.
The ads often feature politicians like former senator Francis Tolentino and former Makati City mayor Abby Binay, amplifying their campaigns under the guise of news.
The strategy of rebranding entertainment pages into political platforms is not new. Similar tactics have been observed in past elections, indicating a trend in leveraging social media for political gains.
The Implications for Journalism
The revelations regarding Pilipinas Today highlight the challenges facing journalism in the Philippines today. As traditional news outlets struggle for resources, the rise of PR-driven platforms threatens to undermine public trust in media.
Experts warn that such operations, masquerading as legitimate news organizations, could distort public discourse, making it essential for audiences to critically evaluate their information sources.