The Philippine Amusement and Gaming Corporation (PAGCOR) has issued an unconditional regulatory directive, ordering all licensed gaming operators and corporate stakeholders to immediately remove their legacy responsible gambling advertisements.
Certified industry participants must also comply. Operators must replace these older materials across all public spaces with updated promotional media. This media must highlight the recently established National Problem Gambling Helpline.
The sweeping operational mandate is part of a comprehensive regulatory push designed by the sovereign regulator. It aims to significantly fortify safer gambling safeguards. It will also improve public transparency and player health networks across the jurisdiction.
Details of the Marketing Directive
According to an official press release published by the regulatory authority, the strict marketing directive was distributed via a formal policy memorandum. This document was drafted by the specialized Gaming Licensing and Development Department. It was dated June 9. The statutory requirement applies directly to all active licensees and offshore gaming operators. It also applies to software suppliers and integrated gaming system administrators. Land based gaming venue managers and peripheral service providers currently operating under the jurisdiction must also comply.
The regulatory body has specified that responsible gambling ads currently displayed on physical commercial billboards must be entirely replaced. This includes urban wallscapes and digital displays. It also includes transit hubs and alternative forms of out of home media advertising. These must all feature the official, standardized helpline promotional assets. The executive board emphasized that this measure was required because the newly launched national helpline requires immediate, high impact public exposure. It needs this within heavily trafficked marketing spaces to maximize consumer awareness.
The National Problem Gambling Helpline was officially inaugurated on May 26. It provides continuous, 24 hour telephone and digital support channels. The regulator affirmed that the infrastructure is explicitly optimized to deliver immediate crisis intervention for any individuals experiencing financial or psychological harm stemming from gambling.
Statements From Executive Leadership
The Chairman and Chief Executive Officer of PAGCOR, Alejandro Tengco, explained the social necessity and operational goals of the new advertising mandate:
“This is an attempt to ensure assistance is made readily available to those suffering from gambling-related issues. Responsible gambling does not end with raising awareness but must go on to extend a helping hand as well. Through its campaign to launch the helpline, PAGCOR will offer professional assistance to gamblers who have suffered damage as a result of gambling. This initiative reflects the regulator’s commitment to building a safer and more responsible gaming environment.”
The administrative agency noted that the rollout should not be evaluated as a temporary or isolated measure. It is an ongoing, iterative campaign to structurally anchor player safety into the domestic industry.
According to the published memorandum, the core focus centers on systematically routing vulnerable or affected individuals toward an institutionalized support infrastructure. This infrastructure remains fully staffed and accessible at all times.
