BIR ad on cheating doctors: A plan that backfired?

Jee Y. Geronimo

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Communication specialist says the Bureau of Internal Revenue could have done better with its latest advertising campaign

UNFAIR. PMA President Dr Leo Olarte says the BIR advertisement on the proper payment of taxes is unfair to doctors who follow the law. Photo by Mutya Bernardo

MANILA, Philippines – The Bureau of Internal Revenue (BIR) may not see anything wrong with its advertisement that depicted tax-cheating doctors as a burden to honest taxpayers, but it remains a fact that it stepped on many toes.

This is the unfortunate fact, according to a communications specialist, who pointed out that the government’s strategy to instill guilt in tax evaders apparently boomeranged.

The ad, which showed a doctor piggybacking on a school teacher, was “unfair” for many doctors, “unchristian” for a Catholic priest, and “completely flawed” for a health advocacy group.

In defending the ad, BIR Commissioner Kim Henares turned to an old Filipino saying: “‘Di ba, there’s a saying, ‘Bato-bato sa langit, ang tamaan ‘wag magalit’? If you’re paying the right taxes, it’s not alluding to you. If you’re not paying the right taxes, then it’s talking to you. (READ: Henares: Ad on tax-cheating doctors a statement of fact)

But is the public outrage simply a case of people getting hurt because it was “talking” to them?

Cheryl Borsoto-Nasol, associate chair of the Ateneo de Manila University’s communication department, told Rappler that the visual ad is really open to a lot of misinterpretations.

“The visual elements in the ad, as well as the accompanying text, are collectively aiming to cause dissonance in their targetted individuals – those who don’t pay taxes,” said Nasol, who teaches communication theory and new media culture.

She said it could be the BIR’s way of tapping into the “innate goodness” of tax evaders for them to realize the gravity of their behavior and correct it by paying taxes.

“However, the plan seemed to have backfired as the elements in the ad connote generalizations,” she said.

“Denotatively or based on just looking at the elements, the message that most people got was ‘Doctors don’t pay taxes. Teachers do, despite their low salaries.’”

She said even if the characters in the ad – the doctor and the public school teacher – were just meant to be “symbols” of the taxpayer and the non-taxpayer, most people may not get to this second level of meaning, the connotation, because of initial negative reactions.

‘Generalization really hurts’

In a press conference Tuesday, March 11, Philippine Medical Association (PMA) vice president Irineo Bernardo III said the generalization was “unfair” and “an attack against a profession.” (READ: Doctors condemn ‘unfair’ BIR ad)

“Generalization really hurts,” he said after sharing a story of one doctor who was recently called a tax evader by strangers even if he was a resident doctor in a hospital.

According to Bernardo, professional fees of hospital-based doctors are already part of the hospital charges in the present system. There are also doctors who provide free services to indigents.

In other cases, he added, it is the staff of the doctor who takes care of issuing receipts while doctors focus on providing care to patients.

“Let’s educate the public not to hesitate in asking for the receipt. It’s your right; you just ask. Even ordinary consultation, ask for a receipt,” he said in a mix of English and Filipino.

But the BIR insisted the obligation rests on the doctor.

“The patient sometimes won’t ask for receipt. While they have the right to demand, what the doctor should do is from the heart, in conscience, it is also an obligation to issue. Not everyone knows the law,” said Max Cebrecus Jr, Revenue District Officer (RDO) of Sta Cruz, Manila.

Henares earlier reminded doctors that they are also required to issue receipts, like any service provider.

Taxes in the time of Napoles

Nasol said the BIR and the people behind the ad should have considered the sentiment of most Filipinos at a time like this, when the misuse of public funds – derived from people’s taxes – is still a hot issue. (READ: Pork Tales: A story of corruption)

In its official statement sent to Rappler, JWT Manila – the agency behind the campaign – said it is “in support of the government’s efforts to collect the right taxes from each and every corporation and individual in its goal for inclusive growth.”

JWT Manila said the campaign has two phases: to educate about tax obligations, and to “persuade those who do not pay the right taxes to feel compelled to comply,” Adobo Magazine reported.

But in the time of Napoles, “approaching taxpayers with love” – as Henares puts it – could have worked more, Nalos said.

“People have this general belief that the taxes they pay are just being pocketed by corrupt officials. If this existing bias of the audience was considered, they could have created a more effective ad – perhaps one that talks about the positive outcomes of paying taxes,” she said.

Bernardo said the negative portrayal of any sector in society should be avoided: “We should always be positive. ‘Di tayo uunlad kung puro negative (We will not progress if we always look at things negatively).” – Rappler.com

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Jee Y. Geronimo

Jee is part of Rappler's Central Desk, handling most of the world, science, and environment stories on the site. She enjoys listening to podcasts and K-pop, watching Asian dramas, and running long distances. She hopes to visit Israel someday to retrace the steps of her Savior.