A series of mesoporous TiO2 (meso-TiO2) were synthesized using the sol-gel technique. A Pluronic F127 triblock-copolymer, a structure-directing agent, was incorporated as a soft template into the sol-gel. In addition, and during a separate synthesis, the sol-gel was doped with a Pt precursor. Semiconductors were prepared with 1.00 wt.%, 2.50 wt.%, 5.00 wt.% Pt nominal loadings, respectively. They were calcined at 500 degrees C and 550 degrees C following synthesis. Morphological and structural properties were studied by: a) X-ray diffraction, b) UV-vis spectrophotometry, c) N-2 adsorption-desorption (BET, BJH), and d) X-ray photoelectron spectroscopy (XPS). Optical band gap values for meso-TiO(2)and Pt-meso-TiO2 were calculated by Kubelka-Munk (K-M) function coupled with Tauc plot methodology. It was observed that the prepared semiconductors displayed pore sizes in the 10-40 nm range with bimodal distributions. Their photocatalytic activity for hydrogen production via water splitting was established in a Photo-CREC Water II reactor under near-UV light irradiation. The aqueous solution contained 2% v/v ethanol, employed as a renewable organic scavenger. The prepared semiconductors showed that the mesoporous 2.50 wt.% Pt-TiO2 has the highest photoactivity for hydrogen generation. This suggests the important role played by the loading of platinum as a TiO2 dopant, reducing the optical band gap, increasing electron storage and diminishing, as a result, electron-hole recombination. The measured Quantum Yield (QY), obtained using a rigorous approach, was established for the mesoporous 2.50 wt.% Pt-TiO2 at a promising level of 22.6%. (C) 2017 Elsevier B.V. All rights reserved.