Manila, Philippines – The Creator and Influencer Council of the Philippines (CICP) has issued a strong stance on gambling-related endorsements, stating that they deserve a ‘heightened degree of caution and responsibility’. This stance follows a now-viral Facebook giveaway post by local influencer Ivana Alawi, which also encourages online users to follow Casino Plus, an online gambling platform.
Speaking exclusively to MARKETECH APAC, CICP stated that from an ethical standpoint, they believe creators should carefully consider the real-world impact of the products and services they choose to promote, adding that the same amount of money can mean very different things to different people.
Using an example, CICP notes that for one individual, ₱1,000 (around US$16) may come from discretionary income set aside for leisure. For another, that same amount may be intended for groceries, medicines, rent, or other essential household expenses.
“Our ethical concern is not whether someone chooses to gamble, but whether creator endorsements may influence people to gamble with money they cannot reasonably afford to lose. That is not something CICP would ethically encourage,” the council said.
‘Ethical responsibility should extend beyond regulatory compliance’
CICP has also mentioned that the ethical concern about these endorsements is not a person’s income level, but whether they are being encouraged to risk money they cannot afford to lose.
“While creators cannot control every decision made by their audience, we believe they should recognise the influence they have and exercise that influence responsibly,” they added.
The council has also noted that they recognise that many consumers do not immediately distinguish between licensed and unlicensed gambling platforms when they first encounter creator endorsements–as well as how the Internet has made gambling more accessible to the masses.
“Because of the trust that creators build with their audiences, endorsements can normalise gambling behaviour before viewers have had the opportunity to determine whether a platform is legally licensed or appropriately regulated,” CICP explained.
They added, “While PAGCOR regulates licensed operators within the Philippines, consumers can also access offshore platforms that fall outside Philippine licensing and regulatory jurisdiction. This reinforces our view that ethical responsibility should extend beyond regulatory compliance to creators, brands, agencies, and platforms themselves.”
CICP has also encouraged creators, brands, agencies, and platforms to exercise greater caution when engaging in gambling-related campaigns, even where these involve legally licensed operators.
Complementing regulatory frameworks and promoting ethical practices
It should be noted that the CICP has previously released a statement in 2025, stating that it does not condone the use of creators and influencers to promote illegal online gambling in any form. It has also previously advised its members to avoid promoting such activities due to the significant risk of public harm, including the exploitation of individuals and communities.
When asked about whether this statement blankets both legal and illegal online gambling platforms, CICP said, “From the Code alone, the distinction is clear. The Code expressly prohibits the promotion of illegal gambling. It does not contain a blanket prohibition against promoting PAGCOR-licensed operators.”
While CICP notes that they are not a regulator, they recognise any current frameworks to promote responsible influence.
“Our role is to complement these regulatory frameworks by promoting ethical practices and responsible influence within the creator industry,” the council stated.
In July 2025, the Philippine Amusement and Gaming Corporation (PAGCOR) and the Ad Standards Council (ASC) agreed to sign a Memorandum of Agreement to regulate online gambling platforms’ advertisements.
However, when MARKETECH APAC visited the ASC official website for said circular, the circular only came into effect on June 24, 2026, directed towards industry bodies like the 4AS Philippines, Philippine Association of National Advertisers (PANA), Media Specialists Association of the Philippines (MSAP), Digital Marketing Association of the Philippines (DMAP), among others.
“Effective immediately, please be advised that any advertising material placed in any form of medium (Broadcast, Digital, Print, or OOH) should not show or mention casino games and equipment, such as, but not limited to, roulette, baccarat, blackjack, slot machines, cards, chips, dice, and other gambling paraphernalia,” the circular on advertising materials on gambling operators said.
ASC has also added that any material seen with any of the abovementioned elements shall be issued a corresponding Cease and Desist Order by the ASC, a copy of which shall be shared with the Philippine Amusement and Gaming Corporation (PAGCOR).
MARKETECH APAC has reached out to ASC to clarify whether the circular will also include online advertisements or influencer promotions.
Ivana Alawi, a popular Filipino influencer with more than 50 million followers, was tapped by Casino Plus last month to promote a so-called ‘responsible gaming push’ by the platform. Aside from this endorsement, Ivana was previously an ambassador for Bet88, another online gambling platform, from 2022 until early this year.
