It’s the season the streets change in the Philippines.

Piolo Pascual, one of primetime TV’s biggest stars and endorser of a variety of products and services such as life insurance, food, and clothing, has also lent his face to the Probinsiyano Party-list. 

“Tandaan mo lagi, you are worth it,” one billboard quotes him in big letters. The high-resolution billboard carries Pascual’s signature, too.

Billboards of Sen. Ramon Revilla Jr., the action star of Philippine movies, declare he’s also a man of action in real life. “Aksyon sa tunay na buhay,” one billboard reads. Revilla is seeking reelection in the upper chamber. 

The Philippine Center for Investigative Journalism (PCIJ) asked photojournalist Edwin Bacasmas to go around Metro Manila on the eve of Oct. 1, the first day of the filing of certificates of candidacies (COCs) for the 2025 elections, to see how much money is being poured on promotional materials by or for these aspiring candidates this early.

Who funded the early billboards, TV, and radio commercials? How much did they cost? Which celebrities are endorsing candidates out of conviction, and which ones are being paid for their support?

AGRI PARTY-LIST GROUP REP. WILBERT LEE IS AMONG THE BIGGEST SPENDERS SO FAR IN THIS ELECTION SEASON. EDWIN BACASMAS FOR PCIJ

How much has Wilbert Lee spent by now? The representative of the Agri party-list group from Bicol, who filed his candidacy for senator, is hard to miss on the streets these days. His billboards are all over the place. He’s showing to be among the early spenders in this election season.

Las Piñas Rep. Camille Villar, who is running for a Senate seat in May 2025, has also been increasing her spending.

BILLBOARD OF LAS PIÑS REP. CAMILLE VILLAR SEEM FROM EDSA-CROSSING IN MANDALUYONG CITY. EDWIN BACASMAS FOR PCIJ

BILLBOARDS OF LOCAL POLITICIANS IN CALOOCAN AND MAKATI. EDWIN BACASMAS FOR PCIJ

Product advertisements have also slowly emerged as a new means for media-savvy politicians to promote themselves.   

Electoral reform advocates call these activities “premature campaigning.” But the candidates or their supporters are under no obligation to report these expenditures as of yet. 

Laws on campaign spending apply to “candidates.” In Peñera vs Comelec (Commission on Elections), the Supreme Court ruled that aspirants only become candidates once the official campaign period begins. 

BILLBOARD OF SEN. LITO LAPID ON EDSA. EDWIN BACASMAS FOR PCIJ

Comelec chair George Garcia tried to push back and announced in April, during a PCIJ conference where he was a keynote speaker, that the body would impose premature campaigning rules as soon as aspirants file their certificates of candidacies.

“If they want to go to the Supreme Court, so be it,” Garcia said. 

GREGORIO LARRAZABAL POSTER ALONG EDSA-BONI IN MANDALUYONG CITY. EDWIN BACASMAS FOR PCIJ

Election watchdogs said it will prevent moneyed candidates from skirting the country’s spending limits. 

The Comelec chair walked back his statement, however.  “Wala kaming choice but to respect the decision of the court in the case of Penera vs Comelec and the provision of [RA] 9369 (law on automated election system),” he said. — text by Carmela Fonbuena/PCIJ.org