Peru prepares new gambling advertising rules as tax reforms stay under review

Peru's Ministry of Foreign Trade and Tourism (MINCETUR) is preparing amendments to gambling rules covering administrative sanctions, advertising and technical standards, according to Yuri Guerra Padilla, who leads the General Directorate of Casino Games and Slot Machines at MINCETUR. He spoke with SBC Noticias at the IAGR 2026 event in Lima. The government is prioritising advertising standards, taxation and responsible gambling, according to the report.

Guerra said some licensed operators make excessive and intrusive use of the media, pointing to gambling advertising on television, radio and online platforms. A second phase of advertising restrictions would aim to increase the urgency and effectiveness of responsible gambling messages, with MINCETUR developing guidelines on the size, font and duration of warnings, which Guerra said can sometimes be too small or too short for consumers to see. The stated goal is to reinforce that gambling is a type of entertainment rather than an investment or a guaranteed source of income. The government does not consider time limits necessary now, Guerra said, but further time limits could be imposed if the new rules prove insufficient.

On taxation, Guerra said the current tax rate on gross gaming revenue (GGR) is around 12% of gross receipts, in addition to the Selective Consumption Tax (ISC). The GGR-based tax is not a primary issue for operators, he said, while the ISC has prompted discussion of how it affects players and businesses. MINCETUR is examining a mechanism to transfer the ISC to users, a change that would require technical modifications to approved platforms and their certifications. Guerra warned that if legal play becomes more expensive, players might move to unlicensed operators.

A separate proposal under review would rework the ISC tax base from wagers to profits, which Guerra said would make management easier for MINCETUR and the National Superintendency of Customs and Tax Administration (SUNAT), while also easing collection and helping prevent tax evasion. Officials have run calculations and simulations to test whether the alternative can produce the same revenue as the current system, according to the report. Lawmakers have also proposed raising the ISC rate from 1% to 5%. Guerra said the debate should cover not only tax rates but how public funds are spent and communicated.

Guerra said tax revenue from the sector can amount to PEN 1.2bn to PEN 1.3bn a year, up from PEN 200m collected in the past. He cited estimated allocations of PEN 250m for tourism and PEN 450m for mental health from both taxes. He also said money alone cannot solve gambling problems. MINCETUR is exploring better coordination between public institutions, more awareness and education programmes, a dedicated helpline for people who struggle with gambling addiction, and mental health support services on the ministry's website. Another priority is better data on the number of people affected by different types of gambling, which Guerra said would help authorities assess the extent of the issue and design prevention strategies.