Despite the Philippines’ history as one of the only countries in Asia to foster a regulated gaming sector, the market is being placed under severe threat as a result of the actions of lawmakers.
According to iGaming Expert, it’s the second time in as many years that the market has found itself in such a battle after shock and fear ran through the Philippines following the tabling of a bill that called for a complete ban on online gaming.
Though this sentiment appears to have stalled, the latest attack has come from Senator Francis Escudero, who is demanding a complete ad blackout of the industry to curb gambling addiction and the exposure of minors to gambling activity.
Under Senate Bill 2347, gambling advertising would be banned across TV, radio, print, online and social media. Celebrity endorsements and influencer campaigns would also be prohibited.
The Philippines’ market has been in the midst of major transformation, and the trajectory right now is positive with numerous government gambles paying off. But that could be completely reversed.
Such drastic measures to advertising guidelines only embolden the black market and threaten to undo the work already done by the government and regulator to fight against illegal operators, most notably through the banning of offshore gaming operators (POGOs) in 2024.
A black hole in gambling promotion would blast the door wide open for a free-for-all in promotion by Southeast Asia’s considerable black market, while the regulated sector would be forced to sit on the sidelines with their hands tied behind their back.
It’s unfair as a contest in many ways.
The second part of this is also the question of the economic impact, both directly and indirectly.
Forcing a complete ban means that operators are not paying for ad space on TV and in print, or spending money on running ad campaigns – taking money out of the economy.
Meanwhile, Philippine gambling’s bottom line would take a further hit as players migrate to the black market at a time when the industry is already feeling the economic effects of geopolitical tensions in the Middle East.
Last week, PAGCOR reported a revenue decline of 27% to P38.9bn (£472.3m) in the first half of the year compared to 2025, largely driven by a 41.85% fall in revenue from iGaming to P38.9bn (£472.3m).
Earlier this year, the regulator was praised by the government for its economic contributions. But lawmakers would be shooting themselves in the foot if they choose to go ahead with the Senator’s plans for an ad ban, as tax revenue from the sector would only decline in the wake of such a move.
The Philippines stands apart from many in the region due to the strength of its regulated market, but Escudero’s proposals threaten to weaken the sector and bring the country closer to harbouring an even stronger black market while doing almost nothing to address concerns over gambling addiction and the exposure of minors to gambling.
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