Is it appropriate for a broadcasting company to announce the use of a particular social

networking site?
Almost all major broadcasting companies now ride on the popularity of the social networking
websites (SNW) to further expand the scope and the mode by which they can reach the public.
Whether it be in furtherance of the delivery of services or simply enticing the public to connect
with them for information, entertainment or product promotions, these broadcasting companies
have utilized particular names of SNW (e.g. facebook, twitter, etc.) wittingly or unwittingly, to the
disadvantage of other less popular SNW. An issue may then be raised regarding the propriety of
announcing a particular social networking site or sites as vehicle for their company promotions.
ABS-CBN, GMA, ABC, the three leading local broadcasting channels (based on number of
viewers) in the Phillippines for example suggest to their viewers to follow them on their
respective Twitter accounts or like them in their Facebook page.
Wikipedia listed
1
around 300+ SNWs and at least a third said list will fall within the category of
the two popular sites above named, i.e. Facebook and Twitter. The reason why these two
SNWs were particularly chosen is obviously due to its popularity not only in this country but
worldwide. Undoubtedly, these two companies are benefitting one way or the other, to the said
free advertisements being done by these broadcasting companies. However, as mentioned
above, this seemingly unconscious endorsement may arguably be causing injury to the other
SNWs because of the resulting unfair competition. It may not be a deliberate or intentional act
on the part of the broadcasting companies, but the result is still the same. An unfair playing field
is created, where the popular becomes more popular and the less popular becomes lesser
known.
At first glance, said act of the broadcasting companies is seemingly harmless. But a closer look
may give us inkling that there probably is something wrong. The act of endorsing a particular
brand of commercial products for example without giving similar opportunity to the other
competitor product can be construed as anti-competitive, in that they increase the power of
firms within a market to the extent that this inhibits competitive conduct
2
. This is similarly true
with SNWs which are also generally profit-oriented business enterprises relying on the
existence of a level playing field. This notwithstanding, the undersigned is of the opinion that our
existing laws, although recognizes in principle the maintenance of such level playing field,
does not specifically address this issue to the extent that it can actionable in court or
administrative tribunals.
At present, the Philippines has no explicit competition policy framework. The promotion of
competition has been implicit at best, by the passage of laws meant to address specific
situations. The Philippine Constitution, The Revised Penal Code, The Civil Code of the
Philippines all conta

1
http://en.wikipedia.org/wiki/List_of_social_networking_websites
2
http://www.tariffcommission.gov.ph/competit.html