The Philippine Amusement and Gaming Corporation (PAGCOR) has ordered all licensed gaming operators and industry stakeholders to replace existing responsible gaming advertisements with materials promoting the country’s newly launched 24/7 National Problem Gambling Helpline (NPGH).
Under a memorandum issued on 9 June by PAGCOR’s Gaming Licensing and Development Department (GLDD), the directive applies to licensees, suppliers, gaming system administrators, gaming venue operators 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 CEO Alejandro Tengco said the move is aimed at ensuring support services are more visible and accessible to people experiencing gambling-related harm.
“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.”
“This initiative reflects PAGCOR’s commitment to foster a safer and more responsible gaming environment for all,” he added.
According to PAGCOR, all advertising replacements must be completed by 15 July and remain in place until 15 September. Stakeholders must also submit status reports to the GLDD by 16 July using a prescribed reporting template. The gaming regulator warned that failure to comply may result in regulatory sanctions and penalties.
Tengco clarified that the NPGH campaign materials will not require approval from the Ad Standards Council (ASC), although operators will be issued an exemption certificate by the council.
Part of wider responsible gaming strategy
The directive follows the launch of the National Problem Gambling Helpline on 26 May, a joint initiative between PAGCOR and Seagulls Flock Organization Inc. (SFO).
The round-the-clock service provides confidential support, counselling and treatment referrals for individuals struggling with gambling-related issues, as well as assistance for affected family members.
At the launch, Tengco described the programme as a key part of PAGCOR’s efforts to balance industry growth with player protection.
“This National Problem Gambling Helpline that we are launching today reflects PAGCOR’s commitment to ensure that the gaming industry remains productive, well-governed, humane, and accountable,” he said.
“PAGCOR is aware that for many, gaming is just a form of leisure and recreation. But for some, what may start as entertainment can gradually lead to financial strain and ruin, emotional distress, damaged relationships, and isolation.”
Tengco also stressed that support measures should extend beyond regulation. “The response to problem gambling should be rooted not only in regulation, but also in compassion,” he said.
The helpline is staffed by trained para-counsellors and mental health professionals and is designed to provide guidance, intervention and long-term support for those affected by gambling harm.
Industry accountability
During his speech at SiGMA Asia 2026, Tengco called for a gaming industry that prioritises responsibility alongside commercial growth.
“The true measure of this industry is not simply its size or rate of expansion, but our ability to ensure that gaming remains properly regulated, socially responsible, and more importantly, genuinely beneficial to the communities we all serve,” he said, addressing the delegates. He also highlighted the NPGH as one of PAGCOR‘s key achievements this year and urged industry stakeholders to support initiatives promoting safer gambling practices.
The regulator has stepped up its responsible gaming agenda in recent years. In July 2025, PAGCOR ordered the removal of gambling billboards and other out-of-home gambling advertisements as part of tighter controls on gaming promotions in public spaces.
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