The Philippine Amusement and Gaming Corporation (PAGCOR) has directed gaming operators and industry stakeholders across the country to replace existing responsible gaming advertisements with promotional materials for the newly launched National Problem Gambling Helpline (NPGH). The move marks the latest step in the regulator’s ongoing efforts to strengthen responsible gaming and player protection measures across the Philippines.
Under a memorandum issued by PAGCOR’s Gaming Licensing and Development Department, the directive applies to all licensees, gaming venue operators, suppliers, gaming system administrators and other related entities. The order covers billboards, wallscapes, digital displays and other out-of-home advertising platforms that currently carry responsible gaming messages.
PAGCOR Chairman and Chief Executive Officer Alejandro H. Tengco said the move reflects a broader approach to player protection that extends beyond public awareness campaigns.
“Responsible gaming goes beyond awareness. It also means ensuring that help is readily available to those who need it most,” Tengco said. He added that promoting the helpline would help connect individuals and families affected by gambling-related harm with professional support services.
According to the directive, all advertising replacements must be completed by July 15, 2026, and remain visible until September 15, 2026. Operators are also required to submit compliance reports to PAGCOR by July 16 using a prescribed reporting format. Failure to comply may result in regulatory sanctions and other penalties.
PAGCOR noted that the advertising materials will not require approval from the Ad Standards Council, although an exemption certificate will be issued for the campaign.
The NPGH was launched on May 26 in partnership with the Seagulls Flock Organization Inc. and serves as a 24-hour support platform for people experiencing gambling-related problems. The service provides confidential counseling, psychological support and referrals through a team of trained professionals.
The latest measure follows PAGCOR’s earlier efforts to tighten gambling advertising regulations, including a directive issued last year requiring the removal of gambling-related billboards and other public promotional displays. The regulator said the current campaign reinforces its commitment to creating a safer and more responsible gaming environment throughout the Philippines.
The National Problem Gambling Helpline offers round-the-clock confidential support for individuals and families affected by gambling-related issues.
