Peru's MINCETUR plans stricter gambling ad rules and weighs changes to ISC gambling tax

Peru's government is preparing new gambling rules that put advertising standards, taxation and responsible gambling at the top of the agenda, according to Yuri Guerra Padilla, director general of the General Directorate of Casino Games and Slot Machines at the Ministry of Foreign Trade and Tourism (MINCETUR). He described the plans for the coming year in an interview with SBC Noticias at the IAGR 2026 event in Lima.

Guerra said amendments are being drafted covering administrative sanctions, advertising and technical standards. He criticised what he called "excessive and intrusive use of the media by some licensed operators", pointing to gambling advertisements on television, radio and online platforms. A second phase of advertising restrictions would aim to make responsible gambling messages more noticeable. MINCETUR will develop guidelines on the size, font and duration of warnings, which he said can be too small or too short to be seen. The aim is to reinforce that gambling is entertainment, not an investment or a guaranteed source of income. The ministry does not currently plan time limits on advertising, but Guerra said they could follow if the new rules prove insufficient, adding that much depends on how operators respond.

On taxation, the current rate on gross gaming revenue is around 12%, in addition to the Selective Consumption Tax (ISC). Guerra said the GGR-based tax is not the main concern for operators, but the ISC has prompted debate over its effect on players and businesses. MINCETUR is examining a mechanism to pass the ISC on to users, which would require technical changes to approved platforms and their certifications. Guerra warned that higher costs could push players toward unlicensed operators.

An alternative under review would move the ISC tax base from wagers to profits, which Guerra said would be easier for MINCETUR and the tax authority SUNAT to manage and would help limit evasion. Officials have run calculations and simulations to test whether it could generate the same revenue. Lawmakers have also proposed raising the ISC rate from 1% to 5%. Guerra said the debate should cover how public funds are spent and communicated, not only rates.

Guerra said sector tax revenue can reach PEN 1.2 billion to PEN 1.3 billion a year, up from about PEN 200 million in the past, with estimated allocations of PEN 250 million for tourism and PEN 450 million for mental health. He added that money alone cannot solve gambling problems. MINCETUR is exploring better coordination among public bodies, awareness and education programmes, a dedicated helpline and mental health support through its website, and wants better data on how many people are affected by different forms of gambling.