The Philippine Amusement and Gaming Corporation (PAGCOR) has mandated all gaming operators and industry stakeholders to replace current responsible gaming advertisements with materials promoting its new 24/7 National Problem Gambling Helpline (NPGH).
PAGCOR Chairman and Chief Executive Officer Alejandro Tengco stated that the directive applies to all out-of-home advertising platforms. This includes billboards, wallscapes, and digital screens that currently display responsible gaming reminders.
“Responsible gaming goes beyond awareness. It also means ensuring that help is readily available to those who need it most,” Tengco said.
“By promoting the NPGH that we launched recently, we can offer professional support for individuals and families affected by gambling-related harm,” he added. “This initiative reflects PAGCOR’s commitment to foster a safer and more responsible gaming environment for all.”
According to a memorandum issued on June 9 by PAGCOR’s Gaming Licensing and Development Department (GLDD), all licensees, suppliers, system administrators, and venue operators must transition their advertisements to the official NPGH template.
Tengco specified that the advertisement replacements must be finalized by July 15, 2026, and remain on display until September 15, 2026.
While the NPGH promotional materials do not require formal clearance from the Ad Standards Council (ASC), the council will issue an Exemption Certificate for the campaign.
All affected gaming entities must submit an accomplishment report to the GLDD by July 16, 2026. Failure to comply with the directive could result in regulatory sanctions and potential penalties from the ASC.
The National Problem Gambling Helpline was established on May 26, 2026, through a collaboration between PAGCOR and Seagulls Flock Organization Inc. It operates with a staff of trained para-counselors and mental health professionals who provide confidential assistance to individuals facing gambling addiction.
The new mandate follows a prior regulatory adjustment in July 2025, when PAGCOR ordered the removal of all public billboards and out-of-home gambling advertisements to tighten public promotion standards.