Pressure is building in the Philippines for a major crackdown on gambling advertising, with a new bill seeking to ban almost every major channel used by online gambling operators to reach consumers.
Representative Karen Flores-Garcia has introduced House Bill No. 10982, which would prohibit the advertising, promotion, endorsement and sponsorship of online gambling across the country.
The proposal comes just weeks after Senator Francis Escudero called for a broader gambling advertising ban covering both online and land-based gaming.
Social media and influencers in the crosshairs
Flores-Garcia’s proposal targets the way online gambling brands market their products, particularly through digital channels.
If approved, the restrictions would cover television, radio, print media, billboards, social media and mobile applications. Search and targeted advertising would also be prohibited, alongside influencer and affiliate marketing.
The bill would go further by banning online gambling sponsorships of sports, concerts and other events.
Flores-Garcia argued that gambling has become increasingly accessible through smartphones, with promotional campaigns and social media helping turn mobile devices into round-the-clock gateways to online casinos and betting platforms.
She said the proposed legislation is intended to prevent gambling companies from targeting children and vulnerable families in their own homes.
Land-based brands could also face restrictions
The proposed rules could have an impact beyond operators that are exclusively online.
House Bill No. 10982 would also cover cross-promotion of land-based gambling products when they share a brand with an online gambling entity.
That provision could prove particularly significant as traditional casino businesses in the Philippines continue to expand into online gaming and use digital operations to create additional revenue streams.
A broad advertising ban could therefore affect how established gaming brands promote both their physical and online businesses.
Penalties would include fines and prison
Flores-Garcia’s proposal would introduce financial and criminal penalties for violations, including the possibility of imprisonment.
The details come as lawmakers increasingly focus on the social impact of gambling promotion and the growing visibility of online gaming across the Philippines.
However, the proposed restrictions could also create challenges for licensed operators that rely heavily on advertising and promotional campaigns to acquire customers.
Industry warns of potential market impact
A complete advertising ban would represent a major change for the Philippine gaming sector, particularly at a time when operators are already dealing with economic uncertainty linked to geopolitical tensions.
South Asian iGaming strategist Japneet Sethi told iGaming Expert that losing most of the industry’s established marketing channels would make the operating environment considerably more difficult.
While Sethi suggested a total ban may still be unlikely, he noted that even a relatively small possibility of the measure being introduced could create uncertainty for operators.
Two gambling ad bans now on the table
The latest proposal adds to growing political pressure around gambling advertising in the Philippines.
Escudero’s initiative would cover advertising across the wider gambling sector, while Flores-Garcia’s House Bill specifically targets online gambling and its associated promotional ecosystem.
Neither proposal has become law. Both must pass through the country’s legislative process, including approval by both chambers, before any restrictions can take effect.
For operators, affiliates, sponsors and gambling brands, the direction of the debate is becoming increasingly difficult to ignore: the Philippines is considering whether the industry’s current advertising model has become too visible — particularly online.