What began as a massive giveaway for Ivana Alawi’s followers eventually became the subject of regulatory action after the online gaming company connected to the promotion was slapped with a P1-million fine.

In July 2026, Alawi generated considerable attention online when she revealed that she had purchased 100 iPhone 17 units for a giveaway. The actress and content creator documented the shopping spree, with the phones reportedly costing more than P4.28 million in total.

The scale of the giveaway immediately caught the attention of her millions of followers. But beyond the expensive prizes, its mechanics soon became part of a wider conversation about celebrities and influencers promoting online gambling.

Participants were reportedly required to follow the gaming platform's Facebook page endorsed by Alawi. The requirement prompted criticism and eventually attracted the attention of lawmakers amid growing concerns about the accessibility and promotion of online gambling through social media.

By August, the issue had reached the Philippine Amusement and Gaming Corporation (Pagcor).

Pagcor chairperson Alejandro Tengco disclosed during a House of Representatives hearing that the gaming operator linked to the promotion had been fined P1 million for carrying out the campaign without the necessary regulatory approval.

The company was also ordered to discontinue the promotion.

According to Tengco, the penalty had already been implemented and paid. He further warned that repeated violations could expose a licensed operator to more serious consequences, including possible suspension or cancellation of its gaming license.

The controversy has since transformed Alawi’s headline-making giveaway into part of a much larger debate surrounding influencer marketing and online gambling in the Philippines.

For celebrities and content creators with enormous digital reach, endorsements can introduce brands to millions of people almost instantly. The incident also illustrates how promotional campaigns involving regulated industries can face scrutiny extending beyond the personality appearing in advertisements.

While the P1-million fine was imposed on the gaming company rather than Alawi, her highly publicized giveaway became the focal point of the controversy and brought renewed attention to the responsibilities surrounding celebrity endorsements of online gaming platforms.

What started as 100 smartphones intended to generate excitement among followers ultimately opened a broader discussion about where entertainment, influencer marketing and gambling regulation intersect in the age of social media.