Regulatory Directive Issued
The Philippine Amusement and Gaming Corporation (PAGCOR) has instructed gaming operators to replace current responsible gaming advertisements with materials promoting its 24/7 National Problem Gambling Helpline (NPGH). This directive, issued on June 9th by the Gaming Licensing and Development Department, applies to licensees, gaming system administrators, and other stakeholders.
PAGCOR’s Initiative and Chairman’s Statement
Alejandro H. Tengco, PAGCOR Chairman and CEO, emphasized the need for accessible support, stating that responsible gaming encompasses more than just awareness. The helpline aims to provide professional assistance to individuals and families affected by gambling harm, aligning with PAGCOR’s commitment to create a safer gaming environment.
Compliance and Implementation Timeline
The transition to the new advertising materials must be completed by July 15th, 2026, with ads remaining in place until September 15th, 2026. Although these advertisements are exempt from Ad Standards Council approval, an Exemption Certificate will be required. A compliance report is due by July 16th, 2026, to avoid penalties.
Background and Previous Measures
The helpline, launched on May 26th, 2026, in collaboration with the Seagulls Flock Organization Inc., offers 24/7 support from trained counselors. This initiative builds on PAGCOR’s previous measures, such as banning gambling-related billboards and requiring pre-screening for gambling ads by the Ad Standards Council.
Future Implications for the Industry
PAGCOR’s latest directive illustrates a continued effort to enhance responsible gaming standards by transitioning from limiting promotional content to actively promoting support services. The initiative reflects a strategic approach to mitigating gambling-related harm and fostering a responsible gaming culture. In line with efforts to improve industry practices, recent restrictions on gambling advertising in Brazil also highlight the global trend towards regulatory refinement.