PAGCOR orders gaming firms to display 24/7 helpline ads

The Philippine Amusement and Gaming Corporation (PAGCOR) on Wednesday said it has ordered 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).

In a news release, PAGCOR said its Gaming Licensing and Development Department (GLDD) issued a memorandum on June 9 directing licensees, suppliers, gaming system administrators, gaming venue operators, and other concerned entities to replace all gaming-related advertisements with the official NPGH advertising template.

"Responsible gaming goes beyond awareness. It also means ensuring that help is readily available to those who need it most," said PAGCOR Chairman and Chief Executive Officer Alejandro Tengco.

The directive covers billboards, wallscapes, digital displays, and other out-of-home (OOH) advertising platforms currently carrying responsible gaming messages.

All ad replacements must be completed on or before July 15, 2026, and should remain in place until September 15, 2026.

PAGCOR said NPGH advertisements will not require approval from the Ad Standards Council (ASC), although the council will issue exemption certificates.

Concerned parties are also 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. Failure to comply may result in regulatory sanctions and other penalties that may be imposed by the ASC.

"By promoting the NPGH that we launched recently, we can offer professional support to individuals and families affected by gambling-related harm. This initiative reflects PAGCOR's commitment to fostering a safer and more responsible gaming environment for all," Tengco said.

Launched on May 26, 2026, in partnership with the Seagulls Flock Organization Inc., the NPGH serves as a 24/7 support platform for individuals struggling with gambling-related issues.

The helpline is staffed by trained para-counsellors and mental health professionals who provide confidential assistance and counselling.

The latest directive forms part of PAGCOR's broader responsible gaming initiatives.

In July last year, PAGCOR 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.—MCG, GMA News