The Philippine Amusement and Gaming Corporation (PAGCOR) has directed all gaming operators and related stakeholders to replace existing responsible gaming advertisements with materials promoting the newly launched 24/7 National Problem Gambling Helpline (NPGH).
Under a memorandum issued on June 9 by the Gaming Licensing and Development Department (GLDD), PAGCOR instructed all licensees, suppliers, gaming system administrators, gaming venue operators, and other concerned entities to replace all gaming-related advertisements with the NPGH advertising template.
PAGCOR Chairman and CEO Alejandro H. Tengco said the directive covers billboards, wallscapes, digital displays, and other out-of-home (OOH) 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,” Mr. 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.”
According to Mr. Tengco, all ad replacements must be completed on or before July 15, 2026 and should remain in place until September 15, 2026.
Mr. Tengco also clarified that the NPGH advertisements will not require approval from the Ad Standards Council (ASC), although an Exemption Certificate will be issued by the council.
All concerned parties are likewise required to submit a status report on the ad replacement using the prescribed reporting template.
The accomplishment report must be submitted to the GLDD on or before July 16, 2026 and failure to comply will be subject to regulatory sanctions and other penalties that may be imposed by the ASC.
Launched on May 26, 2026 in partnership with the Seagulls Flock Organization Inc., the NPGH helpline serves as a 24/7 support platform for individuals struggling with gambling-related issues.
Trained para-counselors and mental health professionals man the helpline to provide confidential assistance and counseling.
The latest directive forms part of PAGCOR’s broader responsible gaming initiatives.
In July last year, the agency ordered the immediate removal of all billboards and other out-of-home gambling advertisements as part of tighter regulations on gambling-related promotions in public spaces
