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It’s official: advertising is about to get a lot harder for gambling operators in the Philippines. On July 16, the Philippine Amusement and Gaming Corporation (PAGCOR) signed a Memorandum of Understanding (MoU) with the Ad Standards Council (ASC) that completely changes how gambling-related advertisements are handled. From now on, ads for corporate gambling operators must be reviewed and approved by the ASC before going public, whether it’s on a billboard, TV spot, or digital platform.
Gambling Added to ‘Must-Screen’ Ad Category
For years, the ASC has kept a list of ad types that need careful inspection—think alcoholic drinks, over-the-counter medicines, baby formula, and food supplements. Gambling is now officially on that list. Anything an operator wants to publish or broadcast must pass through ASC’s review process first, no questions asked. PAGCOR’s latest order isn’t just a suggestion, either; this move is designed to put real boundaries around the messaging that reaches the public, especially groups that regulators say are more vulnerable to gambling’s risks.
New Restrictions and the August 15 Deadline
PAGCOR recently ordered all gambling-related billboards and other outdoor advertisements to be taken down by August 15. This measure is sweeping, covering materials on roadsides, transit vehicles, and even digital displays. Starting soon, the only outdoor ads operators will be allowed to run have to promote institutional or responsible gaming, and those still need PAGCOR’s approval.
Operators aren’t just expected to pull their ads down. They’re required to submit a detailed inventory of their campaign materials, sizes, materials, locations, rental expiration dates, and the ASC approval numbers, which is another layer of compliance the agency wants before the August cutoff.
Pushback and Preparation
The agreement comes at a time of mounting pressure. Critics have claimed that the regulatory crackdown is a hurried reaction to voices in Congress and the public calling for stricter measures, especially against unregulated online gambling. PAGCOR disputes this claim, saying plans have been in the works since late last year, well before this current wave of anti-gambling campaigns gained momentum. “Almost a year ago, we began initial talks about this initiative,” stated PAGCOR Chairman and CEO Alejandro Tengco, underscoring that the preparation behind these moves was anything but rushed.
Golda Roldan, ASC Chairperson, also stated: “We stand with PAGCOR in our shared goal of protecting the Filipino people, especially in sectors like gambling where communication requires greater sensitivity and care.” The message is simple: the agencies view responsible advertising as a key to lowering harm from gambling and gaming, particularly among youth and vulnerable groups.
What’s Next for Gambling Promotions
For operators, this MoU means there’s no more room for error. The days of unchecked billboards, online ads popping up in unexpected places, and vague community messages are coming to an end. The industry has approximately a month to comply with the take-down directive, and each campaign must go through a social responsibility challenge before it even gets to see the light of day.
As these new regulations take hold, ad agencies and operators will be monitoring how strictly these policies are enforced—and how much room, if there’s any at all, is given for the type of high-profile campaigns that have characterized Philippine gambling marketing in recent years.
Source: Inside Asian Gaming (IAG)
