The Philippine Amusement and Gaming Corporation (PAGCOR) has directed all gaming operators and related stakeholders to replace existing responsible gaming advertisements with materials promoting its newly launched 24/7 National Problem Gambling Helpline (NPGH), according to a memorandum issued on June 9th by the regulator’s Gaming Licensing and Development Department (GLDD).
The directive applies to all licensees, suppliers, gaming system administrators, gaming venue operators, and other concerned entities, which must adopt the NPGH advertising template. PAGCOR Chairman and CEO Alejandro H. Tengco said the order covers billboards, wallscapes, digital displays, and other out-of-home advertising platforms currently carrying responsible gaming messages.
“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 allows the regulator to offer professional support for individuals and families affected by gambling-related harm, describing the initiative as part of PAGCOR’s commitment to a safer and more responsible gaming environment.
All ad replacements must be completed on or before July 15th, 2026 and remain in place until September 15th, 2026. The NPGH advertisements will not require approval from the Ad Standards Council (ASC), though the council will issue an Exemption Certificate.
Concerned parties must also submit a status report using the prescribed template. The accomplishment report is due to the GLDD on or before July 16th, 2026, with non-compliance subject to regulatory sanctions and other penalties that may be imposed by the ASC.
Launched on May 26th, 2026 in partnership with the Seagulls Flock Organization Inc., the NPGH operates as a 24/7 support platform staffed by trained para-counselors and mental health professionals who provide confidential assistance and counseling.
The directive marks the latest step in PAGCOR’s progressive tightening of responsible gaming requirements. In July last year, the regulator ordered the immediate removal of all gambling-related billboards and other out-of-home advertisements, and on July 16th signed a memorandum of understanding with the Ad Standards Council to bring gambling ads under mandatory pre-screening across all media platforms.Â
The current order takes that effort a step further, shifting from restricting promotional content to requiring operators to actively promote support services for those affected by gambling-related harm.
