Philippine Senator files bill to ban gambling ads nationwide
The Philippines could move towards one of its most comprehensive restrictions on gambling advertising after Senator Francis “Chiz” Escudero filed a bill to prohibit gambling advertising, sponsorships, and celebrity endorsements across all media platforms.
“It’s about time that we regulate the gambling industry the same way we regulated tobacco two decades ago,” Escudero said.
If enacted, the bill, filed as Senate Bill (SB) No. 2347, would prohibit gambling advertisements on television, radio, print, outdoor media, online platforms and social media. It would also ban celebrity endorsements, influencer marketing campaigns and branded promotional activities designed to attract consumers. Instead of promotional advertising, authorised consumer communications would be required to carry responsible gambling advisories reminding the public of the risks associated with compulsive gambling.
Building on recent restrictions
The senator pointed to the recent initiative by the Ad Standards Council (ASC). “My bill shall institutionalise this effort by placing the restrictions under a national legal framework, ensuring uniform enforcement and preventing gaps in regulation,” he said.
The proposal follows a broader shift in the Philippines towards limiting the visibility of gambling.
In July 2025, the Philippine Amusement and Gaming Corporation (PAGCOR) ordered licensed online gaming operators to remove outdoor gambling advertisements nationwide as part of its responsible gaming programme. Several months later, Pasig City introduced one of the country’s toughest local ordinances by banning gambling advertisements in public spaces.
Growing concerns over gambling exposure
Escudero acknowledged the industry’s economic contribution, but said advertising practices have become increasingly widespread and sophisticated. The senator said gambling has generated employment, tourism activity and government revenue, but warned that marketing efforts have also expanded rapidly.
The Philippine gambling industry generated PHP396.13 billion ($6.8 billion) in gross gaming revenue in 2025. Escudero argued that the industry’s rapid expansion has increased public exposure to gambling promotions.
“The growing visibility of gambling-related services presents significant public mental and physical well-being and socioeconomic concerns, particularly with respect to undue exposure, excessive, compulsive, and irresponsible gambling behavior,” he said.
The proposal seeks to balance economic benefits with consumer protection by introducing higher standards for both gambling operators and advertisers.
Education, penalties and transition period
Beyond advertising restrictions, SB 2347 would require government agencies to conduct public education campaigns that promote responsible gambling and increase awareness of mental health services and consumer protection programmes.
Authorities would also be tasked with running sustained information campaigns. To allow businesses time to adapt, the bill provides a one-year transition period after enactment for gambling operators and advertisers to remove existing promotional materials and comply with the new requirements.
Violations would carry escalating penalties. A first offence would be punishable by a fine of up to PHP200,000 ($3,280) or imprisonment of up to one year. Second offences would increase penalties to PHP300,000 ($4,920) or up to two years’ imprisonment. In contrast, third offences would carry fines of up to PHP500,000 ($8,200), imprisonment of up to three years and possible revocation of business permits or licences.
Corporate officers could also be held personally liable, while foreign nationals found responsible could face deportation.
Wider debate over gambling advertising
The proposed legislation also comes as technology platforms continue to reshape gambling advertising worldwide.
Google recently announced that, starting from 10 August, it is expanding the jurisdictions in which authorised buyers may serve online gambling and social casino gaming advertisements through Google Ad Manager, with the Philippines among the newly added markets. At the same time, Google is introducing stricter certification and compliance standards for gambling advertisers using Google Ads from September, reflecting a broader international trend towards stronger oversight of gambling marketing.
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