A Philippine lawmaker has called for social media influencers and content creators to face liability for gambling advertising violations, arguing that responsibility should not fall solely on gambling operators.
Kamanggagawa Party-list Representative Eli San Fernando raised the proposal during House of Representatives hearings on the Philippine Amusement and Gaming Corporation (PAGCOR) budget for 2027.
San Fernando questioned gambling promotions appearing on social media without the responsible gambling warnings required under existing rules. He argued that influencers and operators should face comparable consequences when promotional content breaches advertising standards or contributes to gambling-related harm.
PAGCOR fine highlights the issue
During the hearing, PAGCOR Chairman and CEO Alejandro Tengco confirmed that the regulator had fined an online gaming company PHP1 million ($16,200) over a promotional campaign involving actress and content creator Ivana Alawi.
The campaign included a giveaway of 100 smartphones and required participants to complete social media actions connected to the gambling platform. PAGCOR said the promotion was conducted without the required authorisation and breached responsible advertising rules.
Tengco said a repeat violation could result in a heavier fine and eventually lead to the operator’s licence being suspended or cancelled.
The case prompted San Fernando to question why the gambling company can be sanctioned while influencers involved in similar promotions may face no equivalent regulatory consequences.
Lawmaker wants influencers to share responsibility
San Fernando argued that influencers and celebrities can have a strong impact on audiences, particularly people facing financial difficulties.
He said celebrity-backed gambling promotions can make betting appear to be a practical way for financially struggling consumers to generate income.
The lawmaker therefore urged PAGCOR to consider holding influencers, content creators and other public figures accountable when their promotional activity violates gambling advertising rules.
The proposal is not yet a new legal requirement. It remains a legislative proposal raised during the House budget proceedings.
PAGCOR tightens online gambling oversight
The debate comes as the Philippines continues to tighten oversight of online gambling.
PAGCOR is enforcing advertising requirements for licensed operators and has also maintained its moratorium on new online gaming licences. The regulator currently has 48 licensed online gaming operators, down from 74.
Social media promotions are becoming a particular focus because influencer campaigns can reach large audiences outside the traditional advertising channels used by gambling companies.
If San Fernando’s proposal advances, responsibility for gambling advertising could extend beyond operators to the individuals creating and distributing promotional content.
Source: Focus Gaming News / PAGCOR
