GCash clamps down on ‘clickable links’ in platform’s online gambling ads

Insider Spotlight

• GCash enforces new GLife promotional rules starting July 16
• Clickable links on visuals will have ‘more friction’ to meet gambling standards
• Merchants must submit intent letters, revised assets by July 14

GCash has announced new advertising guidelines for its GLife platform, set to take effect on Wednesday, July 16, 2025, aimed at aligning with responsible gambling regulations. The revisions apply to all promotional assets for the third quarter of 2025 and are expected to impact partner merchants’ ongoing campaigns.

Driving the change:

The e-wallet provider said the updates were necessary to uphold industry standards and ensure safer gambling practices. The shift comes as regulators and digital platforms tighten controls on gambling-related content and promotions.

“Effective Wednesday, July 16, all promotional assets on GLife will be updated to align with new responsible gaming regulations,” GCash said in a letter to its business partners dated July 11, 2025, a copy of which was obtained by InsiderPH.

What’s changing:

A GCash representative explained two major updates to InsiderPH:

• Ads “will still be clickable but the security features and reminders will be enhanced.”
• The e-wallet informed its partners that it is proactively implementing these new guidelines in line with the pronouncement of Pagcor.
• “We are proactively regulating already and building new security protection features to increase friction” on gambling access.

Affected materials:

The new rules cover pop-ups, hero banners, category banners, and headers. Merchants were also given a copy of the updated responsible gambling guidelines and requirements for compliance.

What merchants must do:

GCash required all affected partners to submit a letter of intent agreeing to the new terms by last Saturday, July 12, 2025 at 4:00 p.m. Those who agreed must have also filed an implementation request by 4 p.m. of today, Monday, July 14 for the assets to go live on Tuesday, July 15.

“We recognize these changes are introduced mid-campaign and appreciate your understanding and cooperation,” GCash said.

Opt-out option:

Merchants who chose not to proceed must have notified GCash in writing by July 12, 2025. No cancellation fees will apply, but any withdrawn promotional slots may be reassigned.

The bottom line:

GCash is reinforcing compliance across its platform, giving partner brands little time to respond to new regulatory-driven ad rules designed to curb unsafe or unclear gambling promotions.