TLDR
- Peru’s tourism ministry, MINCETUR, is preparing new rules on gambling advertising, sanctions and technical standards.
- Responsible gambling warnings in ads will face new guidelines on size, font and length.
- Officials are studying a change to the ISC tax so it is based on profits instead of wagers.
- Some lawmakers have proposed raising the ISC rate from 1% to 5%.
- Gambling tax revenue could reach PEN 1.2 billion to PEN 1.3 billion a year, with funds set aside for tourism and mental health.
Peru is getting ready to introduce new rules for gambling advertising. The government is also reviewing how the industry is taxed.
Yuri Guerra Padilla shared the plans during an interview with SBC Noticias at the IAGR 2026 event in Lima. He leads the General Directorate of Casino Games and Slot Machines at the Ministry of Foreign Trade and Tourism, known as MINCETUR.
Guerra said the government is preparing changes to rules on administrative sanctions, advertising and technical standards. He pointed to gambling ads on television, radio and online platforms.
“There is excessive and intrusive use of the media by some licensed operators,” he said.
New Advertising Standards Planned
The next phase of advertising rules will focus on responsible gambling messages. MINCETUR plans to set guidelines for the size, font and length of warnings.
Guerra said current warnings are sometimes too small or too short for people to notice. The goal is to make clear that gambling is entertainment, not an investment or a steady source of income.
The government does not plan to set time limits on ads for now. Guerra said such limits could come later if the new rules do not work.
“We hope we will not have to reach that point,” he said. He added that much will depend on how operators respond and whether they advertise responsibly.
Tax Changes Under Review
Gambling operators in Peru currently pay a tax of about 12% on gross gaming revenue. They also pay the Selective Consumption Tax, known as the ISC.
Guerra said the revenue-based tax is not the main concern for operators. The ISC, however, has led to debate about how it affects players and businesses.
MINCETUR is studying a way to pass the ISC on to users. This would require technical changes to approved platforms and their certifications.
Guerra warned that higher costs could push players toward unlicensed sites. “The idea is not for users to end up bearing that additional cost,” he said, adding that this could drive them to the illegal market.
Officials are also looking at basing the ISC on profits instead of wagers. Guerra said this would make the tax easier for MINCETUR and the tax agency SUNAT to manage and collect, and would help prevent tax evasion.
Officials have run calculations to see if this approach could bring in the same amount of money. Some lawmakers have also proposed raising the ISC rate from 1% to 5%.
Guerra said yearly tax revenue from the sector could reach PEN 1.2 billion to PEN 1.3 billion. That compares with about PEN 200 million collected in the past. He estimated PEN 250 million could go to tourism and PEN 450 million to mental health.
Still, Guerra said money alone cannot solve gambling problems. MINCETUR is working on better coordination between public agencies, more education programs, a dedicated helpline and mental health resources on its website.
The ministry also wants better data on how many people are affected by different types of gambling. Guerra said more precise numbers would help authorities build stronger prevention plans as Peru reviews its rules.
