The Philippines is considering a sweeping ban on gambling advertising across television, radio, print, outdoor media and digital platforms under a new Senate proposal aimed at strengthening consumer protection and limiting gambling promotions.
Senate Bill No. 2347, filed by Senator Francis “Chiz” Escudero, proposes a nationwide ban on gambling-related advertisements, sponsorships and promotional activities across all major media channels.
If enacted, the Gambling Advertising Prohibition Act would also restrict modern digital marketing practices, including celebrity endorsements, influencer campaigns and promotional bonuses designed to attract bettors.
Proposed Ban Covers Traditional and Digital Media
The proposed legislation would prohibit gambling advertisements across television, radio, print publications, outdoor advertising, online platforms and social media.
In addition, the bill targets promotional strategies that have become increasingly common in the digital gambling sector. These include celebrity and influencer endorsements as well as bonus incentives intended to encourage users to place bets.
The broad scope aims to close potential regulatory gaps and create a single national framework for gambling advertising. Consequently, operators and other businesses involved in gambling promotion would face stricter requirements regardless of the media channel they use.
Bill Builds on Existing Advertising Restrictions
The proposal follows earlier regulatory measures introduced by the Philippine Amusement and Gaming Corporation (PAGCOR).
In July 2025, PAGCOR ordered licensed operators to remove outdoor gambling advertisements, including billboards and transit advertising, across the country.
Senate Bill 2347 would take these restrictions further by placing them within a national legal framework. It would also build on the Ad Standards Council’s (ASC) existing voluntary self-regulation guidelines, replacing reliance on industry-led compliance with legally enforceable requirements if the bill becomes law.
Senator Compares Gambling Advertising With Tobacco
Senator Escudero compared the proposed approach with the Philippines’ restrictions on tobacco advertising.
“It’s about time that we regulate the gambling industry the same way we regulated tobacco two decades ago,” Escudero said, referring to the Tobacco Regulation Act of 2003.
He also argued that advertising requires direct legislative oversight because private companies need clear rules governing how they promote their products and services.
The comparison reflects growing concern among policymakers that gambling advertising can reach audiences beyond active bettors, including young people and consumers vulnerable to gambling-related harm.
Gambling Industry Faces Major Compliance Impact
The proposed ban could significantly affect the Philippine gambling industry, which remains an important contributor to the country’s economy.
The sector generated a record PHP396.13 billion in gross gaming revenue in fiscal year 2025, equivalent to approximately US$6.8 billion. It also supports employment, tourism and government revenue.
However, lawmakers are increasingly weighing these economic benefits against concerns surrounding problem gambling, financial distress and exposure to gambling promotions among minors.
If the bill becomes law, operators and advertising partners would therefore need to reassess their marketing strategies and identify alternative ways to communicate with customers without violating the new restrictions.
One-Year Transition Period Proposed
Senate Bill 2347 includes a one-year grace period to allow operators and advertisers to remove existing promotional materials and adjust their marketing activities.
After the transition period, violators would face escalating penalties.
First-time offenders could receive fines of up to PHP200,000 and a maximum prison sentence of one year. Repeat violations would carry more severe sanctions, with third-time offenders facing fines of up to PHP500,000, imprisonment of up to three years and possible revocation of business licences.
Foreign nationals found liable could also face deportation.
Meanwhile, authorised consumer communications would need to include responsible gaming advisories rather than promotional messaging.
Philippines Moves Toward Stricter Gambling Marketing Rules
The proposed legislation represents a significant potential shift in how the Philippines regulates gambling promotion. Rather than focusing on specific advertising channels or voluntary industry standards, the bill would establish a comprehensive nationwide prohibition covering both traditional and digital media.
For operators, affiliates, advertisers, influencers and other marketing partners, the proposed framework could significantly reshape customer acquisition strategies.
As lawmakers consider the measure, the Philippines will need to balance the gaming sector’s economic contribution with growing demands for stronger consumer protection and tighter controls on gambling advertising.
