The Philippine Amusement and Gaming Corporation has ordered all gaming operators to take down their responsible gaming billboards and other ads, replacing them with promotional material for a new 24/7 problem gambling helpline.
The directive came from PAGCOR’s Gaming Licensing and Development Department in a memorandum dated June 9. It covers licensees, suppliers, gaming system administrators, venue operators, and anyone else running gambling-related out-of-home ads, whether on billboards, wallscapes, or digital displays.
For Filipino gamblers and their families, the change means the responsible gaming reminders they’ve seen on roadside billboards and casino walls will soon point to an actual phone line instead. PAGCOR Chairman and CEO Alejandro H. Tengco said the agency wants people who need help to find it faster than they currently do.
“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.”
The National Problem Gambling Helpline launched on May 26, 2026, through a partnership between PAGCOR and the Seagulls Flock Organization Inc. Trained para-counselors and mental health professionals staff the line around the clock, offering confidential counseling to people struggling with gambling-related problems.
All affected parties have until July 15, 2026 to swap out their existing ads for the new NPGH template, and the replacement materials need to stay up until September 15, 2026. Tengco said the new ads won’t need sign-off from the Ad Standards Council, though the council will still issue an Exemption Certificate for them.
Operators also have to file a status report on their ad replacement using PAGCOR’s prescribed template, due to the GLDD by July 16, 2026. Anyone who misses the deadlines faces regulatory sanctions and whatever penalties the Ad Standards Council decides to impose.
This isn’t PAGCOR’s first move against gambling advertising. In July 2025, the agency ordered the outright removal of all gambling billboards and other out-of-home ads as part of a broader crackdown on gambling promotion in public spaces. The latest order builds on that effort, shifting from simply pulling ads down to replacing them with something that points people toward help.
PAGCOR has not specified what penalties operators face if they fail to meet the deadlines, beyond stating that sanctions will follow.
