Rosa María Aranda’s Campaign: Extensive Use of Billboards in Lima Norte Raises Questions

Campaign Finance Under Scrutiny: Podemos Candidate Rosa María Aranda and Advertising Spending in Lima Norte

The advertising presence of Rosa María Aranda, a congressional candidate for the Podemos party, is drawing attention as reports indicate significant spending on campaign materials in Lima Norte. An investigation by El Comercio newspaper revealed at least 17 unipole structures displaying Aranda’s image, representing an estimated cost exceeding S/ 250,000 (approximately $68,493 USD) for the three-month campaign period between January and March 2026. This scrutiny comes as Peru prepares for elections, and campaign finance practices are under increased observation.

The concentration of these advertising panels is particularly notable in Los Olivos, the district where Aranda’s husband, Felipe Castillo, currently serves as mayor. According to the report, the cost of a single advertising panel in the area can reach approximately S/ 5,000 (around $1,369 USD) per month, factoring in installation and maintenance. Whereas some panels are attributed to established advertising concessionaires like Input Publicidad Exterior and Panel Vía, the majority lack clear identification, raising questions about their origin and funding.

Aranda’s Financial Disclosures and Campaign Response

Aranda’s financial disclosures to the Jurado Nacional de Elecciones (JNE), Peru’s national election jury, show reported annual income exceeding S/ 133,000 (approximately $36,450 USD). She also disclosed loans made to third parties totaling US$ 188,000 and a project contract worth US$ 216,000.

When questioned by El Comercio regarding the investment in her advertising campaign, Aranda asserted the transparency of her campaign and denied utilizing municipal resources. She stated that all expenses are being properly documented and will be reported to the JNE by the March 20th deadline.

Concerns Raised by Local Officials

Erick Melchor Torres, a councilman in Los Olivos, has voiced concerns about the proliferation of Aranda’s advertising panels throughout the district. He alleges that panels have appeared “overnight” and suspects the involvement of municipal workers and vehicles in their placement. Melchor has formally requested official information regarding permits for these panels to verify compliance with regulations.

Understanding the Campaign Advertising Landscape

The reported spending by Aranda’s campaign highlights the significant financial investment required for effective political advertising in Peru. Unipole structures, commonly used for campaign messaging, can be a substantial expense, particularly in densely populated urban areas like Lima Norte. The cost encompasses not only the rental of the structure but also the production of the advertising material, installation, and ongoing maintenance.

The investigation by El Comercio underscores the challenges in tracking campaign finance and ensuring transparency in political advertising. The lack of clear identification on a significant number of the panels raises questions about their funding sources and potential violations of campaign finance regulations.

Podemos Party and José Luna

Rosa María Aranda is running as the number two candidate for Podemos, a political party led by José Luna. The party is actively campaigning in Lima Norte, a key electoral region. The increased scrutiny of Aranda’s campaign spending could potentially impact the broader perception of Podemos and its financial practices.

What Happens Next?

The JNE is expected to review Aranda’s campaign finance reports, including details of her advertising expenditures, to ensure compliance with Peruvian election laws. Councilman Melchor’s request for information regarding panel permits could also shed light on the legality of their placement and any potential involvement of municipal resources. Further investigation by El Comercio and other media outlets is likely to continue as the election approaches.

The situation highlights the importance of transparent campaign finance practices and the need for robust oversight by electoral authorities to maintain public trust in the democratic process.