Digital Pinoys Raises Gambling Ad Concerns in Philippines

Digital advocacy group Digital Pinoys has called for closer scrutiny of celebrity-led social media promotions linked to online gambling after influencer Ivana Alawi shared content featuring an iPhone giveaway connected to a gambling platform. The organization argued that the campaign reflects marketing practices that warrant review by regulators and social media companies.

Concerns Over Audience Expansion

Ronald Gustilo, national organizer of the Digital Pinoys campaign, said gambling operators are increasingly using social media promotions to expand their online reach. He noted that the giveaway required users to follow a gambling-related page, helping the operator grow its audience.

According to Gustilo, this type of promotion may expose minors and other vulnerable groups to gambling-related content. He said campaigns built around attractive prizes should be examined by both regulators and digital platforms because they serve as promotional tools for gambling operators.

He added that the issue extends beyond whether participants immediately gamble. In his view, offering a large number of smartphones as prizes is intended to attract as many followers as possible, allowing operators to reach those users later with betting promotions, bonuses, and other gambling-related content.

Concerns About Younger Audiences

Digital Pinoys also highlighted the influence celebrities have on social media, pointing out that their audiences often include people of different age groups, including minors.

The group argued that promotions presented as giveaways can still function as gambling marketing when participation requires engagement with gambling-related pages. It believes this approach increases exposure beyond the audience that would normally seek gambling content.

According to the organization, celebrity endorsements can significantly broaden the reach of these campaigns, making them more visible to users who may not otherwise encounter gambling promotions.

Appeal to Regulators and Platforms

Gustilo urged the Philippine Amusement and Gaming Corporation (PAGCOR) and social media platforms such as Meta to examine whether campaigns requiring users to follow gambling pages comply with responsible advertising standards.

He said the matter should be viewed primarily as a consumer protection issue rather than simply a marketing practice. Promotions that rely on expensive prizes to rapidly increase gambling-related audiences, particularly among younger users, should receive greater regulatory attention.

The group also stated that social media platforms should ensure they are not used to distribute gambling promotions disguised as entertainment or prize giveaways.

Consumer Protection Remains the Focus

Digital Pinoys concluded that gambling-related marketing deserves careful oversight when celebrity influence and high-value rewards are used to attract followers.

The organization said regulators and platform operators should assess not only the visibility of these campaigns but also whether their structure encourages wider exposure to gambling content, particularly among young and vulnerable audiences.