No billboards, no problem? Ivana Alawi’s subtle online gambling FB page promo reaches 200M views

• A screenshot of Ivana Alawi’s post bearing the caption, “Bili tayo ng 100 pcs na iPhone 17.” (Photo courtesy of Ivana Alawi)

EDITORIAL

As regulators move to remove gambling billboards and other out-of-home advertisements, online gambling operators are increasingly turning to influencer-driven social media campaigns that can generate millions of engagements and reach up to 200 million views.

A recent Facebook post by influencer Ivana Alawi demonstrates how online gambling promotions are evolving. By riding on the celebration of her latest Facebook milestone, an online gambling operator gained exposure to millions of users through a campaign centered on a massive giveaway rather than traditional gambling advertisements.

Based on the post viewed by TechWatchPH, it generated about 7.3 million reactions, 5.9 million comments, and 3.2 million shares and 200 million views.

In the post, Alawi announced that she had purchased ₱5 million worth of iPhone 17 units to be given away to lucky followers. She also thanked Casino Plus, which she referred to as “CP,” for making the giveaway possible.

“Lahat ng iPhone 17 na ‘to ay ipapamigay para sa inyo. Also, gusto ko din magpasalamat sa aking CP (Casino Plus) Fam kasi gusto talaga nilang marami ang mabigyan kaya tumulong sila. I’m so happy. All you have to do is follow their page. Ilalagay ko diyan sa baba. Make sure ma-follow mo sila kasi doon din tayo kukuha ng mga random followers na makakapag-uwi ng iPhone 17,” Alawi said.

She later reinforced the call to action by posting a direct link to the Casino Plus FB page in the comments and writing, “Follow our CP Fam!”, encouraging millions of followers to follow the gambling operator’s official social media account.

The campaign demonstrates how influencer marketing can generate significantly greater reach and engagement than traditional billboards, particularly when combined with social media algorithms and direct links to branded pages.

The development comes as the Philippine Amusement and Gaming Corporation (PAGCOR) continues tightening rules on gambling advertising. The regulator has ordered the removal of gambling-related billboards and other out-of-home advertisements while requiring gambling advertisements across broadcast, digital, print and outdoor platforms to undergo pre-screening by the Ad Standards Council (ASC) before public release as part of responsible gaming measures.

ASC bars gambling ads from showing casino games, equipment

The ASC has likewise strengthened its standards through ASC Circular 2026-008, which prohibits advertising materials from showing or mentioning casino games or gambling paraphernalia such as roulette wheels, slot machines, playing cards, chips, dice and similar gambling imagery.

Related story: ASC bars gambling ads from showing casino games, equipment.

Notably, Alawi’s post did not feature casino games, gambling equipment or other gambling imagery covered by the ASC’s latest circular.

Instead, it employed a subtler promotional strategy by centering on a ₱5-million iPhone giveaway, thanking the gambling operator for supporting the campaign, and encouraging millions of followers to visit and follow the operator’s official FB page through a clickable link in the comments. Rather than promoting casino games directly, the campaign relied on the influencer’s popularity and milestone celebration to drive traffic to the operator’s social media page, where users could access additional promotional content.

Beyond restrictions on gambling imagery, the ASC Code of Ethics requires gambling advertisements to be socially responsible. Advertisements must not target persons below 21 years old, portray gambling as a solution to financial problems, suggest that gambling is a reliable source of income, or encourage irresponsible gambling behavior. Responsible gaming messages are likewise required in gambling advertisements.

The shift from traditional billboards to influencer-driven campaigns presents a new challenge for regulators. While outdoor advertisements are relatively easy to monitor, social media promotions can reach millions of users almost instantly through reactions, comments, shares and algorithm-driven recommendations.

Whether influencer campaigns that avoid explicit gambling imagery but encourage users to follow the official FB pages of online gambling operators are consistent with the intent of responsible gambling advertising rules is ultimately a matter for PAGCOR and the Ad Standards Council to determine.