A Philippine Amusement and Gaming Corporation (PAGCOR) licensed e-casino operator is calling on celebrities and social media influencers to stop accepting “paid posts” from unlicensed platforms and join a national effort to combat illegal gaming and addiction.

Buenas PH, operated by HHR Philippines Inc., issued the challenge during a press conference for the inaugural “Battle of Streamers.” The initiative aims to purge the industry of scam sites following a 76 percent surge in online gambling fraud on unregulated platforms last year.

Data shows scammers are increasingly targeting Filipinos through social media, particularly Facebook. A study by research firm The Fourth Wall found that aggressive marketing and predatory affiliate structures on unlicensed sites often leave players unaware of the risks of financial loss and privacy breaches.

“The industry lost trust last year,” said Jev Mark Macam, president of 888 Luxury Legacy Corp. “The path back is transparency, regulation, and visible safeguards.”

The campaign has partnered with high-profile creators and celebrities, including Mark Herras, Boss Toyo and ChooxTv, to set new standards for viewer safety. Julius “Banoobs” Mariano, founder of the broadcast platform YGS Live, said influencers serve as a critical bridge in teaching the public how to distinguish legal platforms from predatory ones.

“There’s no clear line for the public between legal and unregulated, so everything gets labeled as a scam,” Mariano said. “The responsible move is to... move creators away from unlicensed platforms and into the regulated ecosystem.”

The move aligns with mandates from the PAGCOR to curb illegal gambling. Last year, the Cybercrime Investigation and Coordinating Center flagged several social media personalities for allegedly promoting unlicensed sites.

Atty. Anthony “Tony” Manguiat, president of HHR Philippines Inc., stressed that while influencers provide entertainment, their primary responsibility is to promote safety.