TLDR
- PAGCOR has directed all gaming operators in the Philippines to replace existing responsible gambling ads with materials promoting the new National Problem Gambling Helpline
- The helpline launched on May 26 and operates 24 hours a day for people affected by gambling harm
- All advertising replacements must be completed by July 15 and remain in place until September 15
- Gaming operators must submit a compliance status report by July 16
- Non-compliance could result in regulatory action, though specific penalties were not disclosed
The Philippine Amusement and Gaming Corp has ordered all gaming operators and industry participants to swap out their current responsible gambling advertisements for materials promoting the National Problem Gambling Helpline.
The directive came through a memorandum from PAGCOR’s Gaming Licensing and Development Department, dated June 9.
The order applies to licensees, suppliers, gaming system administrators, gaming venue operators, and other participants operating under PAGCOR’s authority.
New Helpline Gets Priority Placement
The National Problem Gambling Helpline was officially launched on May 26. It runs 24 hours a day and is open to anyone who feels gambling has caused them harm.
PAGCOR said the helpline needs more visibility in public spaces. Responsible gambling ads currently running on billboards, wallscapes, and other out-of-home formats must now be replaced with official helpline materials.
PAGCOR chairman and CEO Alejandro Tengco said the goal is to make help easy to find for those dealing with gambling-related problems.
Tengco said responsible gambling goes beyond awareness. It also means connecting people with real support.
The agency framed the directive as part of a wider, ongoing effort to build safer gambling practices across the country.
Deadlines and Compliance Requirements
All advertising replacements must be finished by July 15 and kept in place through September 15.
Operators must also submit a status report on their advertising replacement progress by July 16.
PAGCOR confirmed that the helpline promotional materials will not need approval from the Ad Standards Council. The regulator will instead provide an exemption certificate directly.
Failure to comply could lead to regulatory action. PAGCOR did not give details on what specific penalties might apply.
The directive covers all licensed gambling operations in the Philippines without exception.
Part of a Longer Regulatory Push
This latest order is not an isolated step. In July last year, PAGCOR ordered the removal of all billboards and out-of-home gambling advertisements across the country.
Since then, the regulator has gradually tightened rules around how gambling is advertised.
The June 9 memorandum takes that further by shifting the focus of required advertising from general gambling promotion to responsible gambling messaging that includes the national helpline number.
PAGCOR’s stated aim is to ensure that anyone affected by gambling in the Philippines has a clear and accessible path to professional support, available at any time.
The compliance deadline of July 15 gives operators just over a month to make the required changes.
