Marketing for Licensed Gaming (2026): Staying Compliant With Ads and Disclosures

Marketing a licensed gaming business comes with extra rules. Advertising that is misleading, targets minors or encourages excessive gambling can put your licence at risk. This article explains the principles to follow and how to build them into your marketing process.

Know the rules that apply

PAGCOR sets advertising rules for its licensees, and other laws, platform policies and industry standards also apply. Rules change, so check the current requirements before every major campaign. Social media and ad platforms such as Google and Meta have their own gambling advertising policies and may require certification.

Core principles

• Adults only: never target or appeal to minors, and use age targeting on every platform.
• Be truthful: do not exaggerate chances of winning or present gambling as a way to earn money.
• Clear terms: bonuses and promotions must state their conditions plainly.
• Responsible gaming messages: include required warnings and links to help.
• Show your licence: display licensing information where required.

Respect exclusions and consent

Do not send marketing to self-excluded players, and only send emails or SMS to people who have agreed to receive them, in line with the Data Privacy Act.

• Suppression list of self-excluded players applied to every channel
• Consent recorded for each email and SMS subscriber
• Easy unsubscribe in every message
• Lists shared with agencies and affiliates kept up to date

Control affiliates and influencers

You are responsible for how partners promote your brand. Give them written guidelines, approve their content and monitor what they publish.

Build an approval process

Have compliance review ads, landing pages and promotions before they go live, and keep a record of approvals. It is much easier to fix a problem before launch than after a complaint.

1. Marketing drafts the ad, landing page and offer terms.
2. Compliance checks it against current rules and the internal checklist.
3. Changes are made and the final version is approved in writing.
4. The approval, final creative and run dates are stored.
5. Live ads are spot-checked, including affiliate content.

This article is general information, not legal advice. Gaming rules in the Philippines change, so always confirm current requirements directly with PAGCOR and a qualified Philippine lawyer before you apply or launch.