A new proposal is creating a heated debate in the Philippines: Should big social media platforms like TikTok, Facebook, and X be required to get a government franchise to operate in the country?
The Department of Information and Communications Technology (DICT), led by Secretary Henry Aguda, has expressed support for a House bill that would require major foreign social media companies to secure a legislative franchise, similar to the requirement historically imposed on certain broadcast operators.
Supporters of the proposal say it could help the government fight online scams and cyber fraud, protect children from online grooming, and make social media companies more accountable under Philippine law.
But critics, including digital rights groups and business organizations, are concerned that the requirement could lead to too much government control, possible censorship, and additional costs or complications for technology companies operating in the Philippines.
But What Does This Have to Do With Real Estate?
At first glance, this may seem like a technology issue. But social media has become a major part of the real estate business.
Today, brokers, property agents, developers, landlords and even ordinary property owners use Facebook and TikTok to advertise houses, condominiums, lots, commercial properties and investment opportunities.
For many small real estate businesses, social media is their main source of leads. A property can be posted online and reach thousands of potential buyers without the need for an expensive traditional advertising campaign.
OFWs and buyers living outside Metro Manila also use social media to discover properties, watch virtual tours, contact agents and compare different projects.
So if social media platforms face major new regulations, the effects could eventually reach the property market.
Changes in platform rules could affect how properties are advertised, how much businesses spend on digital marketing, and how easily brokers and developers can reach potential buyers.
For small brokers and independent agents who rely heavily on Facebook, Messenger or TikTok, the impact could be even more significant compared with large developers that have their own websites, marketing teams and advertising budgets.
There is also another side to the issue.
Real estate has its own problems with fake property listings, fake agents, misleading investment offers and online scams. Greater accountability from social media platforms could potentially help address some of these problems.
But the bigger question is how to balance consumer protection and accountability with freedom, business activity and open communication online.
Social media is no longer just a place where people post photos and videos. It has become a marketplace, a marketing platform and an important business tool—including for real estate.
So the debate goes beyond TikTok, Facebook and X.
Should social media platforms be required to get a government franchise to operate in the Philippines, or could stricter regulation give the government too much control over what happens online—and ultimately affect businesses, property marketing and ordinary Filipinos who depend on these platforms to make a living?
