GCash limiting online gambling content with stricter ad rules

GCash has announced new advertising guidelines for its GLife platform. It aims to promote ‘responsible promotions’, while reducing exposure for gambling content.

This move is part of GCash’s efforts to ensure compliance with local laws and regulations. Inquirer reported that a letter was delivered to GCash partner merchants on July 11, 2025.

The letter informed them of the key updates, such as enhanced security measures for when users click on key visuals. This includes pop-ups, banners, and headers, which are promotional images or assets displayed on GLife.

These changes have been in effect since yesterday, and should affect multiple merchants featured within the GLife ecosystem. However, GCash has yet to provide details on which merchants or promotions will be hit the most by the changes.

The announcement follows recent statements from the Philippine Amusement and Gaming Corporation (PAGCOR) in support of stricter regulations for online gambling.

It also aligns with the stance of Fintech Alliance Philippines, a group that includes GCash, which has expressed support for measures to address risks related to gambling.

Lito Villanueva, founding chairman of the alliance, said the group is ‘united in our commitment to be part of the solution by working closely with regulators, elevating safeguards and protecting the welfare of Filipino consumers.’

Their response to the ongoing crackdown for online gambling is a proactive step that caters to regulatory expectations, promoting digital safety for their user base.