Singapore government clamps down on casino advertising

The Ministry of Community Development, Youth and Sports has expanded its Casino Control (Advertising) Regulations to include any promotional activities such as membership campaigns and loyalty programs.

"The casinos are meant to be tourist products and should remain so. We are prepared to strengthen social safeguards as and when necessary to ensure that there is no targeting of our domestic market," said Chan Chun Sing, acting Minister for Community Development, Youth and Sports.

The regulations previously applied only to advertising, but earlier this year both operators, Resorts World Sentosa and Marina Bay Sands, were ordered under CRA to stop targeting local residents with free shuttle bus services and loyalty schemes.

Analysts say it’s too early to predict how new restrictions will impact profits for the two operators, both of which post revenues of around US$600 million per quarter. Approximately 80 per cent of that comes from gambling, and around 60 per cent of their clientele are local - despite a S$100 entry levy imposed Singapore citizens or permanent residents.

Government revenues garnered from the entry levy amounted to S$70 million in the two casinos’ first year of operation.

“The entry levy has done little to deter Singaporeans from visiting the casinos, and is proving a strong source of revenue for the government,” said a source. “I’m sure the operators will find ways round these regulations, such as attracting customers to the malls, theme park and other attractions at the integrated resorts.”

Other government measures have included a ban on minors, exclusions orders and no gambling credit for locals. Both operators issued statements to say that they will continue to work with authorities to ensure regulatory compliance.