The Philippine online gambling landscape is on the cusp of a significant transformation with the introduction of Senate Bill (SB) 2347 and House Bill (HB) 10982 in September 2026. These bills propose sweeping bans on gambling advertisements and celebrity endorsements, directly impacting how online casino operators can promote their services to Filipino players and potentially limiting the visibility of bonuses and promotions.
Key Takeaways for Filipino Players and Operators
- Both bills propose nationwide bans on online gambling advertising and celebrity endorsements across various media.
- SB 2347 mandates a one-year transition period for compliance, while HB 10982 outlines immediate prohibitions on bonuses and referral codes.
- Penalties for violations include substantial fines, imprisonment, and license revocation for operators, with public figures also facing repercussions.
- HB 10982 specifically exempts traditional gambling forms like PCSO lotteries and horse racing, focusing its ban on online gambling.
- The legislation aims to strengthen responsible gambling measures and age verification requirements, reflecting growing concerns over compulsive betting.
Senate Bill 2347: The Gambling Advertising Prohibition Act
Filed by Senator Chiz Escudero on July 26, 2026, Senate Bill 2347, or the “Gambling Advertising Prohibition Act,” seeks to implement a comprehensive ban on gambling advertisements and sponsorships across all media platforms in the Philippines. This includes television, radio, print, online, and social media. A key provision is the explicit prohibition of celebrity endorsements and influencer promotions, mirroring the stringent restrictions found in the Tobacco Regulation Act of 2003 (Republic Act No. 9211).
The bill mandates that any authorized gambling-related communications must include clear responsible gambling reminders. A crucial aspect for operators is the proposed one-year transition period, allowing time to remove existing promotional materials and adapt to the new regulatory environment. Non-compliance carries escalating penalties: a first offense could result in a fine up to P200,000 or one year imprisonment, or both.
Subsequent offenses see fines increase to P300,000 and P500,000, respectively, with potential imprisonment for up to three years and the revocation of business permits or licenses. Corporate officers may also be held liable, and foreign nationals could face deportation.
House Bill 10982: Targeting Online Gambling Promotions
Authored by Cebu 3rd District Rep. Karen Hope Garcia and submitted on August 26, 2026, House Bill 10982, known as the “Online Gambling Advertising Prohibition Act of 2026,” specifically targets online gambling advertising. This bill aims to prohibit promotions, endorsements, and sponsorships nationwide across a wide array of digital and traditional marketing channels.
These include television, radio, print, billboards, social media, websites, mobile applications, search-engine and targeted advertising, email, and SMS marketing.
HB 10982 explicitly bans promotions by influencers, content creators, affiliate marketers, celebrities, and vloggers. It also directly prohibits the use of bonuses, free bets, and referral codes designed to attract new players. A significant distinction in this bill is its exemption for legal, licensed traditional gambling, such as casinos, Philippine Charity Sweepstakes Office (PCSO) lotteries, horse racing, and licensed cockpits.
The ban is specifically aimed at online gambling advertising, including that of PAGCOR-licensed online operators. The bill also addresses cross-promotion, meaning advertisements for land-based products sharing a brand with an online gambling operator would also be prohibited.
Penalties and Enforcement Under HB 10982
Violators of HB 10982 face substantial fines ranging from P500,000 to P10 million, along with potential suspension or cancellation of licenses and imprisonment of up to three years. The bill extends its reach to social media platforms, media companies, advertising technology firms, and internet service providers, which could face fines of P50,000 per day for non-compliance and possible license revocation.
Public figures found endorsing online gambling could be required to disgorge payments and be barred from such endorsements for three to five years. Furthermore, the bill proposes tightening age and identity verification requirements for online gambling accounts, reinforcing responsible gambling efforts.
The Existing Regulatory Framework and New Challenges
These proposed bills build upon an existing regulatory landscape managed by the Philippine Amusement and Gaming Corporation (PAGCOR), which oversees authorized gaming establishments and implements a Code of Practice for Responsible Gaming. In July 2025, PAGCOR and the Ad Standards Council (ASC) signed a memorandum of understanding to regulate gambling-related advertisements, requiring pre-screening before public release.
PAGCOR had also previously ordered the removal of gambling-related billboards and out-of-home advertisements by August 15, 2025. Existing PAGCOR rules already include responsible gambling and age-related requirements for advertising, with the minimum age for gambling in casinos set at 21 years old.
The new bills introduce specific legislative mechanisms that go beyond current administrative directives. The one-year transition period in SB 2347 will be critical for operators to adjust existing marketing campaigns and contractual obligations. Enforcing bans on celebrity and influencer endorsements, especially for content originating outside the Philippines but targeting Filipino players, presents a complex challenge.
The distinction in HB 10982 between online and traditional gambling advertising will also require careful interpretation, particularly for operators with unified brands spanning both land-based and online products.
Potential Impact on the Philippine Gambling Industry
The comprehensive advertising bans proposed by SB 2347 and HB 10982 could have significant economic implications for the Philippine gambling industry. In 2025, the industry contributed P396.13 billion in gross gaming revenues. Limiting the visibility of online gambling through advertising restrictions may affect player acquisition and overall market growth.
Operators will need to re-evaluate their marketing strategies, potentially shifting towards more direct engagement with existing players or exploring alternative, compliant communication channels. The bills’ emphasis on responsible gambling and stricter age verification aligns with global trends but also adds layers of operational complexity for online platforms.
What This Means for Filipino Players and Operators
For Filipino players, these bills could mean a reduction in the volume of gambling advertisements they encounter, particularly online and from celebrity endorsements. While this may be seen as a move towards more responsible gaming, it could also make it harder to discover new online casinos or promotions. For operators, the passage of these bills would necessitate a complete overhaul of their marketing and promotional strategies.
The one-year transition period in SB 2347 offers a window for adaptation, but the immediate prohibitions on bonuses and referral codes in HB 10982 indicate a rapid shift in the promotional landscape. Operators will need to prioritize compliance, invest in robust age and identity verification systems, and potentially reallocate marketing budgets to other areas. The long-term impact will depend heavily on the final versions of these bills and the implementing rules and regulations that follow.