GENERAL SANTOS CITY (MindaNews / 4 November) – Across the Philippines, the sight of tarpaulins featuring smiling officials beside public infrastructure, relief packs labeled with names, and certificates stamped with politicians’ images has become commonplace. Despite widespread criticism and calls to end the practice, many public officials continue to brand government programs with their identities, a phenomenon known as “epal” politics. The debate reignited recently when photos from the Batang Pinoy 2025 opening parade circulated online, showing delegation banners adorned with politicians’ portraits, prompting public backlash. This incident sparked broader discussions on how deeply personal branding has infiltrated governance and why epal politics persists despite decades of disapproval. Czar M. Bandiola II of Mindanao State University–General Santos noted that such practices reflect the Philippines’ personality-based political culture, where visibility often overshadows performance. Politicians attach their names to public projects, even those funded by taxpayers, to cultivate utang na loob (debt of gratitude) among voters. Bandiola explained that familiarity drives votes, with many Filipinos favoring leaders they recognize—a trend tied to the country’s entertainment-driven voting behavior. Efforts to curb epal politics, including Senator Miriam Defensor Santiago’s “Anti-Epal Bill” and directives from the Department of the Interior and Local Government (DILG) and Commission on Audit (COA), have yet to fully eradicate the practice. Some local governments, like Kidapawan City, Davao City, and Basilan, have implemented their own anti-epal measures. Bandiola emphasized that real reform requires shifting the focus from visibility to genuine public service, ensuring fairness and trust in governance. Until then, the faces on billboards may continue to overshadow the work itself. (Guia A. Rebollido / MindaNews)
