New Advertising Mandate for Operators
The Philippine Amusement and Gaming Corporation (PAGCOR) has instructed all gaming licensees, suppliers, gaming system administrators, and gaming venue operators to replace their existing responsible gaming advertisements with materials promoting the newly launched National Problem Gambling Helpline (NPGH). According to a memorandum issued on June 9 by PAGCOR’s Gaming Licensing and Development Department (GLDD), the directive covers out-of-home (OOH) advertising platforms, including billboards, wallscapes, and digital displays.
PAGCOR Chairman and CEO Alejandro H. Tengco stated that all advertisement replacements must be completed on or before July 15, 2026. These promotional materials must remain in place until September 15, 2026. Additionally, operators are required to submit an accomplishment report to the GLDD on or before July 16, 2026, using a prescribed reporting template.
Compliance and Penalties
According to the state regulator, failure to comply with the directive will result in regulatory sanctions and other penalties that may be imposed by the Ad Standards Council (ASC). While the NPGH advertisements do not require standard approval from the ASC, the council will issue an Exemption Certificate for the campaign.
PAGCOR Chairman Tengco emphasized the importance of the initiative, stating that responsible gaming goes beyond awareness and must ensure help is readily available. “By promoting the NPGH that we launched recently, we can offer professional support for individuals and families affected by gambling-related harm,” Tengco said.
Support for Vulnerable Individuals
The NPGH was launched on May 26, 2026, in partnership with the Seagulls Flock Organization Inc. The 24/7 helpline is designed to provide confidential assistance and counseling, staffed by trained para-counselors and mental health professionals.
This directive follows previous regulatory actions by PAGCOR. In July last year, the agency ordered the immediate removal of all billboards and other out-of-home gambling advertisements to tighten regulations on public promotions.
Source: Official press release from the Philippine Amusement and Gaming Corporation (PAGCOR).
