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The Philippine Amusement and Gaming Corp has directed all gaming operators and related stakeholders to replace their existing responsible gaming advertisements with materials promoting the newly launched National Problem Gambling Helpline. The move forms part of the regulator’s broader effort to strengthen responsible gaming measures in the country.
New Advertising Requirement
In a Wednesday press release, PAGCOR said the directive was issued through a memorandum from its Gaming Licensing and Development Department dated June 9. The requirement covers all licensees, suppliers, gaming system administrators, gaming venue operators, and other industry participants under the regulator’s scope.
Responsible gaming advertisements now being used on billboards, wallscapes, and other out-of-home media advertising must be replaced with the official NPGH advertising materials, according to the directive. PAGCOR believes this is because the helpline needs to be given greater exposure within public spaces for advertising purposes.
The National Problem Gambling Helpline was officially inaugurated on May 26 and is open 24 hours a day. As stated by PAGCOR, the helpline is designed for people who feel gambling has harmed them in any way.
Tengco Explains Move
The chairman and CEO of PAGCOR, Alejandro Tengco, said this is an attempt to ensure assistance is made readily available to those suffering from gambling-related issues. He stated that responsible gambling does not end with raising awareness but must go on to extend a helping hand as well.
Through its campaign to launch the helpline, PAGCOR will offer professional assistance to gamblers who have suffered damage as a result of gambling. Tengco also said the initiative reflects the regulator’s commitment to building a safer and more responsible gaming environment.
The agency did not present the move as a stand-alone measure, but as part of a continuing campaign to reinforce safer gambling practices in the country. The focus, according to PAGCOR, is on directing affected people toward a formal support channel that is available at all times.
Deadlines And Compliance
PAGCOR said all required advertising replacements must be completed by July 15 and kept in place until September 15. It also stated that gaming operators must submit a status report on their advertising replacement programs by July 16.
The regulator said the NPGH promotional materials will not need approval from the country’s Ad Standards Council. On the contrary, PAGCOR will provide an exemption certificate for the promotional material.
This warning means that non-compliance with the directive can result in regulatory actions. However, no additional information regarding the potential punishments was provided. Nonetheless, the directive is generally applicable to all licensed gambling operations.
Broader Regulation Push
The latest order follows a series of similar moves from the Philippine regulator over the past year. In July last year, PAGCOR ordered the removal of all billboards and other out-of-home gambling advertisements. Furthermore, stricter measures have been put in place with respect to gaming advertisements.
In this regard, the memorandum has furthered this objective by moving from gambling advertisements to responsible gambling advertisements with the mention of the national helpline. The directive issued on June 9 should ensure that stakeholders comply with these instructions, especially until mid-September.
Source: GGR Asia
