Last March 28, 2026, I had the privilege of representing NetMission.Asia as a speaker at the 5th Philippines’ Youth Internet Governance Forum (YIGF) IN2ITION 2026. This year’s theme, “Empowering Filipino Youth in Shaping a Trusted Digital Future,” highlighted the role the youths play in building a safer and more inclusive online environment. As I delivered my speech on Cyber Ethics and Responsible Online Behavior, it prompted me to reflect on how Filipinos navigate accountability in today’s digital age.
The Philippines is among the world’s most connected nations, with over 86 million internet users and approximately 86.8 million active social media users as of early 2024.1 This means that more than 70% of the Filipino population actively participates in digital spaces, making online accountability an increasingly important issue. With such widespread access to the online world, the question of accountability becomes increasingly important, as digital spaces continue to shape how we communicate, influence others, and engage with information.
Digital Connectivity and the Rise of Online Harm
The country’s pervasive connectivity means that online behavior has an outsized impact, making Filipinos more vulnerable to cyberbullying, misinformation, online harassment, and other forms of digital abuse. 2 Recently, a 2025 youth poll revealed that 85.6% of Filipino youth have encountered unsafe online content, with 57.3% reporting repeated exposure. Among those who have experienced online harassment, Facebook (91%) ranks the highest. Other common platforms include TikTok (40%), Instagram (34%), and popular gaming platforms (33%) such as Mobile Legends and Roblox 3.
In response to these rising trends, lawmakers and institutions have begun strengthening policies to address bullying and online harm. Some of these include revising the implementing rules and regulations of the Anti-Bullying Act of 2013 (RA 10627). This act expands the definition of bullying to include acts committed through technology, as well as psychological harm and social exclusion, while imposing stricter accountability on schools 4.
Additionally, the Second Congressional Commission on Education (EDCOM II) has also declared bullying a national crisis, citing Program for International Student Assessment data showing that 43% of girls and 53% of boys in the Philippines experience bullying multiple times a month. In its “Turning Point” report, submitted to Ferdinand Marcos Jr. in January 2026, it called for stronger learner protection and emphasized that zero reported cases should not be seen as good performance 5. Most recently, Senate hearings in March 2026 focused on expanding the Anti-Bullying Act’s coverage, improving reporting mechanisms, and pushing for greater parental accountability in bullying cases 6.
Rethinking Accountability in the Digital Age
Given all this, online accountability matters, but how we hold people accountable makes a difference. By definition, accountability is the obligation or willingness to accept responsibility or to account for one’s actions 7. This is especially relevant online when faced with cyberbullying or the spreading of false information. Still, the way we enforce accountability matters. I recently came across a TED Talk by Loretta Ross, a professor at Smith College, who introduced the concept of “call-out” versus “call-in” culture 8. Call-out culture involves publicly shaming someone for what they said or did, and we often see such call-outs go viral online. For example, a recent clip from It’s Showtime, a Filipino noon-time show, featuring a teenage contestant quickly spread on social media platforms like TikTok and Reddit. In the segment, the contestant was shown a photo of the Malacañang Palace but failed to identify it correctly, despite being given clues. The clip went viral, generating a flood of memes and criticism. Many netizens labeled her ignorant, as many considered the image something of common knowledge, while others used the moment to generalize about today’s youth or critique the education system.
Another well-known example would be the case of Emman Atienza, a social media personality and the daughter of TV personality Kim Atienza, who tragically passed away, which prompted discussions about mental health awareness and the impact of online hate. Given this situation, the question shifts to: how should we respond? Public call-outs towards those who spread online hate or misinformation often backfire. They can make one defensive, discourage learning, and even deter one from acknowledging their mistakes. Instead of shaming, we can use what Ross describes as “calling in”. Through constructive dialogue and guidance, these can help individuals reflect, learn, and take responsibility without fear and disproportionate backlash.
Bridging Perspectives: Youth and Authority
One way to better understand this issue of accountability is to view it from two perspectives: that of Filipino youth, who are digital natives, and that of authority figures, including educators, parents, and others tasked with providing guidance. From a youth perspective, the Internet is a space for identity and connection. However, it is also where they become vulnerable to online criticisms and public shaming. On the other hand, authorities often approach accountability from a place of discipline and protection, occasionally relying on punishment to prevent harm. This difference then creates a gap. What adults see as accountability, young people view as fear or embarrassment. Meanwhile, what youth perceive as normal online behavior may be seen by adults as irresponsible or harmful. Recognizing this gap opens the door to a more balanced approach. Instead of reinforcing fear, both groups can work together to build a culture of accountability that encourages learning rather than silence.
Approach to Ethical Online Behavior
As individuals, we can practice the principles today. Here are some practical tips for being responsible citizens:
- Thinking before posting: Before clicking send, check if what you are posting is true, helpful, and kind. Even if posts can be deleted, the emotional impact on others may remain. Verify information with reliable sources beforehand and consider how words will affect others.
- If you made a mistake, own up to it. If a post you have made was harmful or false, correct and apologize. It takes courage to acknowledge mistakes, but through this, it can also earn respect and rebuild trust. To be human is to err.
- If someone else errs: choose empathy, always. Rather than “calling out” shamefully, reach out kindly and encourage them to verify facts together.
- Support victims: if you see someone in the predicament of shame, do not pile on. Instead, offer support or report to the proper authorities. Only a small percentage of bullying and harassment is reported.
- Remember the Filipino values: Many of these emphasize empathy, compassion, and treating others with respect. Hence, we often hear the words, don’t do unto others what you wouldn’t have done to you. Sharing responsibility is the key.
Why it Matters in the Philippine Context
The challenge of online accountability in the Philippines is not just legal or technological. It is deeply cultural. We recognize the values of hiya (shame) and pakikisama (companionship) as something that we see since childhood. These values sometimes discourage individuals from speaking up or addressing harmful behavior directly. As a result, cyberbullying may be handled quietly or ignored altogether. For instance, some students who witness bullying in group chats may choose to become bystanders due to fear of creating conflict with other peers or being labelled as a sumbungero or a tattletale. Others may avoid reporting harmful behaviors targeted at them to maintain pakikisama within their social circles.
At the same time, when accountability is handled incorrectly, it can escalate to public shaming. This creates a loop of silence and excess. It is either avoidance or amplification. However, our Filipino culture also offers a way forward to create healthier digital spaces. Concepts like bayanihan (spirit of civic unity) and pakikipagkapwa (fellowship) place emphasis on collective responsibility and shared humanity. During instances of public shaming, many online communities have stepped in to defend victims and remind others to respond with empathy rather than ridicule. These examples emphasize the values align with the principles of call-in culture, where accountability can be rooted in respect. Hence, we can create digital spaces that are not only more accountable but also more compassionate.
Final Thoughts
Cyber ethics and responsible online behavior are not solely about policies, regulations, or guidelines. They are also about the kind of digital community we choose to create. Our every action contributes to that environment. Accountability is important, but it should not come at the cost of another person’s dignity. When driven by fear or shame, it discourages open learning and taking responsibility. But as we continue our journey towards creating a safer Internet for all, we must prioritize empathy, guidance, and open dialogues by encouraging call-in approaches.
Ultimately, the question is not whether we should hold people accountable. The real question is: how do we hold people accountable in a way that can make them grow rather than break them down? As Filipinos continue shaping the future of the Internet, we must build digital spaces where mistakes are treated as opportunities to create better versions of ourselves, not as invitations for public humiliation. A truly ethical online community is one that values accountability without the loss of empathy.
Sources
- Kemp, S. (2024, February 21). Digital 2024: The Philippines. DataReportal. Retrieved from https://datareportal.com/reports/digital-2024-philippines.
- Press Release – Ejercito files bill to fight online hate, protect youth. (2025). Senate.gov.ph. Retrieved from https://legacy.senate.gov.ph/press_release/2025/1103_ejercito1.asp.
- Business Mirror. (2025, November 4). Survey: 7 out of 10 Filipinos have experienced bullying mostly in schools and online [Review of Survey: 7 out of 10 Filipinos have experienced bullying mostly in schools and online]. Business Mirror; Business Mirror. Retrieved from https://businessmirror.com.ph/2025/11/04/survey-7-out-of-10-filipinos-have-experienced-bullying-mostly-in-schools-and-online/.
- Department of Education. (2025, March 25). Revised Implementing Rules And Regulations Of Republic Act No. 10627, Otherwise Known As The Anti-Bullying Act Of 2013 [Review Of Revised Implementing Rules And Regulations Of Republic Act No. 10627, Otherwise Known As The Anti-Bullying Act Of 2013 ]. Department of Education; Department of Education. Retrieved from https://www.deped.gov.ph/wp-content/uploads/Anti-bullying-IRR-Clean-version-as-of-25-March-2025_1.pdf.
- TURNING POINT: A Decade of Necessary Reform (2026-2035) EDCOM II • FINAL REPORT. (n.d.). Retrieved from https://edcom2.gov.ph/media/2026/01/EDCOM-II-Y03-for-web-012626_final.pdf.
- INQUIRER.net. (2026, March 15). LIVE: Senate hearing expanding Anti bullying act | March 16. YouTube. Retrieved from https://www.youtube.com/watch?v=TlXEOndQGss.
- Merriam-Webster. (2019). Definition of Accountability. Merriam-Webster.com. Retrieved from https://www.merriam-webster.com/dictionary/accountability.
- Ross, L. J. (2021). Don’t call people out — call them in. TED. Retrieved from https://www.ted.com/talks/loretta_j_ross_don_t_call_people_out_call_them_in.
Blog Post – May 18, 2026
Written by Nattaya Jaratruangsaeng (Reviewed by Jenie Fernando)